Creativity in Advertising

1. CREATIVITY IN
ADVERTISING
When It Works and When It
Doesn’t
By Werner Reinartz and Peter Saffert
Submitted by-
Group- 3
Shubhra(PGP30283)|Pankaj(PGP30262)|Parul(PGP30328)

4. Creativity…
More memorable
Longer lasting
Less media spending
Build fan community

5. Creativity………………..?

6. Is this Creativity ?

7. The ability to find unusual and non
obvious solutions to a problem

9. Elaboration : 1.32
Artistic value : 1.19
Originality : 1.06
Flexibility : 1.03
Synthesis : 0.45
Varying influence level of dimensions on Sales

11. Predicting an Ad’s effectiveness
• Consumer respondents are asked to score(1-7)
the ads on each dimension by answering the
questions under each dimension
• Overall creativity rating= Average of scores of
each dimension

12. ORIGINALITY
 Is the ad “out of the
ordinary”?
 Does it depart from
stereotypical thinking
Is it unique?
COCA COLA “HAPPINESS FACTORY”

13. FLEXIBILITY
 Does the ad contain ideas
that move from one
subject to another?
 Does it contain different
ideas?
 Does it shift from one
idea to another?
JACOBS KRONUNG “TIME FOR CHATTING”

14. ELABORATION
 Does the ad contain
numerous details?
Does it extend basic ideas
and make them more
intricate?
 Does it contain more
details than expected?
EHRMANN YOGURT “STRAWBERRY TONGUE”

15. SYNTHESIS
 Does the ad connect
objects that are usually
unrelated?
 Does it contain unusual
connections?
Does it bring unusual items
together?
WRIGLEY’S JUICY FRUIT SQUISH
“JUICY FRUIT RANCH”

16. ARTISTIC VALUE
 Is the ad visually or verbally
distinctive?
 Does it make ideas come to
life graphically or verbally?
 Is it artistic in its
production?
DANONE FANTASIA “FLAVOR TRIP”

17. USE OF CREATIVITY DIFFERS BY CATEGORY
Easily understood products-
Out of the ordinary approach
Eg.- Cola drink
Functional products-
Important to deliver factual
proof points. Eg.- Shampoo

18. IS MORE CREATIVITY BETTER?
Mainly depends on product category’s
sensitivity to creativity
Product Category Additional creativity Sales impact
Shampoo and
detergent
Yes + 4%
Body lotion and face
care
Yes - 2%
Shavers and coffee Yes Nearly + 8%
Colas and yogurts Yes Less than + 1%

19. MEASURING CAMPAIGN EFFECTIVENESS
CAMPAIGN- A CAMPAIGN- B
CREATIVITY
INDEX RATING
3 3.5
BUDGET
ALLOCATED
€ 500,000 € 400,000 (less
than A due to
more cost of
creation)

20. MEASURING CAMPAIGN EFFECTIVENESS
WEEK % OF SALES IMPACT OF CAMPAIGN- B HIGHER THAN CAMPAIGN- A
(Measured through Hierarchical Sales Response Model)
1 1.07
2 1.93
3 2.63
4 3.19

21. MEASURING CAMPAIGN EFFECTIVENESS
 Diverting money from the airtime budget to creative
advertising, will result in a more effective ad
Hierarchical Sales Response Model shows that the
company could cut airtime spending to 330,000 euros
before the negative impact of reduced airtime outweighed
the positive effect of creativity