Creative of advertising management

1. PRESENTATION ON
CREATIVITY IN
ADVERTISING

2. GROUP MEMBERS
OMER BIN ZAHID(GROUP LEADER)
SYEDAH MARIA BOKHARI
ASIM WAHAB KHAN
HAMZA NISAR
ARWA MAZHAR
TANZEEL-UR-REHMAN
JIBRAN AHMED

3. WHAT IS CREATIVITY ?

4. The ability to generate fresh, unique and
appropriate ideas to solve problems.
Creative Concept
A big idea that is original, supports the ad strategy
and dramatizes the selling point.
THEORETICAL DEFINITION

5. HOW PEOPLE IN THE ADVERTISING AND
MARKETING WORLD DEFINE CREATIVITY
• Advertising agency’s view
Shamshad Mirza,
Director, Manhattan, Leo Burnett
• The media planner’s view
Arif Mumtaz,
Senior Media Planner, Mind Share
• The brand manager’s view
Tazeen Kazi,
Assistant Brand Manager-Energile, Unilever

6. IMPORTANCE OF CREATIVITY
Often central to success of a product
Helps to differentiate products.
Should complement the objectives set by
the company but not overwhelm the
message.

7. ROI MODEL
Relevance:
Advertising tries to deliver the right message to the
right person at the right time.
Originality:
One of a kind – never thought of before – fresh –
unexpected – unusual.
Impact:
The effect that a message has on an audience.

8. Stopping Power (Attention)
Pulling Power (Interest & Relevance)
Locking power (Memorablility)
ADVERTISING: THREE POWERS

9. STAGES IN THE CREATIVE PROCESS
Immersion
Ideation
Brain fog
Incubation
Illumination

10. Immersion
Read, Research and learn everything you can
About the Problem.
Ideation
Look at the problem from every Angle; develop ideas,
generate As many alternatives as possible.
Brainfog
You may hit a blank wall and want to give up.

11. Incubation
Try to put your conscious mind to rest To let
your subconscious take over.
Illumination
Unexpected moment when the idea comes, often
at the least expected time.

12. ASPECTS OF AN AD

13. 1. VISUALS
2. SOUNDS
TWO BROAD CATEGORIES

14. Why use visuals?
•Audience is unfamiliar with the subject.
•Information is clogged with number or detailed information.
•Deal with abstract processes.
Most humans absorb more than 80 percent of what
they learn through the sense of sight…
VISUALS

15. ELEMENTS OF VISUALS
• Props
• Media graphics
• Location
• Models
• Colors
• Sets
• Production techniques

16. COLOR
CONVEY A MOOD
IMPORTANT PART OF BRAND IMAGE
BLUE & GREEN ~ COOL, REFLECTIVE, INTELLECTUAL
(STANDARD CHARTERED, INTEL, IBM, NESTLE,
SAMSUNG)
YELLOW & RED ~ WARMTH, ATTENTION GETTING
POWER (SUPREME, JAZZ)
BLACK ~ POWER, ELEGANCE

17. 1: You Deserve A Break Today (McDonald's)
2: Be All That You Can Be (U.S. Army)
3: Pepsi-Cola Hits The Spot (Pepsi-Cola)
4: Mmm Mmm Good! (Campbell Soup)
5: See The USA In Your Chevrolet (GM)
THE 20TH CENTURY'S TOP 5
COMMERCIAL JINGLES
SOUNDS (MUSIC & JINGLES)

18. CHARACTERISTICS
OF A CREATIVE AD

19. LEO BURNETT’S FIVE
CREATIVE FEATURES
Single Minded Focus
Concept consumers can relate to
Distinctiveness
Total communication
Addressing objectives
addicted

20. GUIDELINES TO MAKE
AD EFFECTIVE

21. UNILEVER’S ABC
A: Attention
B: Branding
C: Communication
D: Distant
E: Engaging

22. BBC FILM (3 POINTS)
Conduct a survey and find a slice of life
in the target market
Transforming that Slice of life into an
image
Using a Celebrity in the ad

23. APPEALS AS TOOLS
OF CREATIVITY

24. Basis or approach used in the advertisement to
elicit some consumer response or to influence
their feelings toward the product, service, or
cause.
ADVERTISING APPEALS

25. INFORMATIONAL/RATIONAL APPEALS
EMOTIONAL APPEALS
MORAL APPEALS
TYPES OF ADVERTISING APPEALS

26. MOST COMMONLY USED APPEALS
Humor appeal
Sex appeal
Fear appeal
Love
Slice of life

27. CREATIVE
STRATEGIES

28. CREATIVE
MESSAGE STRATEGIES
Pre-emptive
USP
Brand Image
Positioning
Resonance
Anomalous/Affective

29. ELECTRONIC MEDIA

30. ELECTRONIC MEDIA (TELEVISION)
Principle
Television commercials should be
intriguing as well as intrusive.
Message Strategy
• Action and Motion.
• Story Telling – Slice of Life.
• Emotion.
• Demonstration.
• Sight and Sound.

31. Rules of Thumb for producing TV Ads
Gain the Viewers interest at the beginning.
Look for a key visual.
Be Single-minded.
Observe the rules of good editing.
Show the products close-up at the end.

32. ELECTRONIC MEDIA
RADIO
Message Strategy
• Music and Sound Effects – build a commercial
around a sound or use no sound effects.
• Go for 60 second spots.
• Beware of comedy.
• Keep message simple – simple jingle; higher
memorability.
• Tailor the commercial to time, place, specific
audience – use vernacular.

33. PRINT MEDIA

34. PRINT MEDIA
Principle
• When in doubt – delete.
Message Strategy
• Use Headlines.
• Pay particular attention to the layout.
• Make use of design principles.
i. Gutenberg Diagonal.
ii. Use Contrast.
iii. Optical Center.
iv. Color.
v. Illustrations v.s. Photos.

36. Creations to drink, see and be moved

39. Ralph Lauren’s - Romance

42. Schema of Presentation
by Adnan Bashir
Schema of Presentation
by Adnan Bashir

48. OUTDOOR
ADVERTISING

49. BILLBOARDS / HOARDINGS
Principle
Message must be delivered with quick impact.
Message Strategy
Primarily Pictorial and Symbolic.
Type Designed artistically for impact.

50. Billboards

60. CREATIVITY
VS.
EFFECTIVENESS

61. EFFECTIVENESS DEFINED
Effectiveness has been Defined and
Measured In a number of ways:
1. Sales at Market Place
2. Getting the Desired Message across
to the Target Audience
3. The Extent to Which the Ad Helps
achieve the Desired Objectives and
targets of the Advertiser.

62. WHICH IS MORE IMPORTANT
An Ideal Situation would be If the Ad is Both
Effective and Creative
Creativity keeps the Audience Interested and
Might Increase their Retention, but…….
An Ad that is Creative yet Ineffective is of Little
use…
But an Ad that is Effective without being Creative
is Still Useful….

63. A HIGHLY CREATIVE, YET
INEFFECTIVE AD
VAMPIRE CREATIVITY
1) Takes a lot of effort and money
2) Does not get the Message Across
3) Fails to Appeal to the Audience
Preference
4) Fails to Position the Product
effectively

64. EFFECTIVE, BUT NOT A HIGHLY
CREATIVE AD
1) It is Cost Effective.
2) It Gets the Message Across
Effectively
3) Influences the Target Market
4) Makes use of Good Visuals

65. A CREATIVE AND EFFECTIVE AD
1) Has a two way effect
2) Appeals to the target audience
3) Positions the product effectively
4) Makes use of various theories

66. AN EXCEPTION
Generally, Effectiveness is given more
importance but…..
There is an EXCEPTION to this Rule which
is…………………
When The Ad itself is The Product

67. LAST WORD: IS CREATIVITY AND
EFFECTIVENESS EVERYTHING.
Remember That Advertising is Only The Tip of
the Iceberg.
It Does not Matter how Good Your Ad is if it is
not Backed by a Developed Marketing Network.
You can Sell People What They do not Need, but
you Cannot Sell Them What They Don’t Like

68. "A great ad campaign will make a bad product
fail faster. It will get more people to know it's
bad."
- William Bernbach, quoted in Bill Bernbach said . . .
(1989), DDB Needham Worldwide.
"We want consumers to say, 'That's a hell of a
product' instead of, 'That's a hell of an ad.'"
- Leo Burnett, quoted in 100 LEO's, Chicago, IL:
Leo Burnett Company, p. 14.