The document discusses advertising creativity, emphasizing its importance in developing effective advertising strategies. It outlines the factors involved in planning creative strategies, including creative challenges, risks, and the traits of creative individuals. Additionally, it describes the creative process as a two-phase approach involving preparation, incubation, and revision to create meaningful advertisements.

1. .. .
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2. Advertising Creativity
.
.
Creative Determining what the advertising
Strategy message will say or communicate
Creative Determining how the message
Tactics strategy will be executed

3. .
.
“My children, Theobald and
Lydie, are discussing the
newest Lindsay Lohan ad
for the Patch…I think
they like it…even though
they think Lindsay’s a
slut.”

4. Taglines That Set Vegas Part
.
.
What happens here, stays here
Be anyone
Your Vegas is Showing

5. What is Creativity:
• Perhaps it is the most common used term in
advertisement. An effective ad is known as
Creative ad.
• Advertising creativity is the ability to generate
fresh, unique & appropriate ideas, that can be
used as a solution to communication problem.
• It must be relevant to target audience.

6. The Power Idea
.
. Describable in a Likely to attract
simple word or the prospect’s
phrase attention
Lets prospects Revolves
vividly around the
experience the clinching
goods benefit
Allows you to brand
the advertising

7. Planning Creative Strategy:
Three factors must consider before planning
creative strategy
• The Creative Challenge
• Taking Creative Risk
• Creative Person

8. The Creative Challenge:
• Creativity in the advertising is the main issue
so ad must be in different segment
• The creative people must take all research,
creative briefs, communication & other inputs
before transferring it in ad.

9. “Only artistic
value and “Its not creative
originality unless it sells”
count”
Sales
Artists

10. The Perpetual Debate
.
Only artistic
. It isn’t creative if it doesn’t value and
sell
originality count
Suits Artists

11. Creative Risk:
• Company should dare to take risk
• Must faith on Ad agency
• For ad agency creativity comes first compare
to client relation
• Some of the best ad made due to faith.
Like: Ad of Jaypee cement, ad of Liril, Ads of
deodorant( wild)

12. Creative Person:
• Most of the ad agency have creative person
• They are generally eccentric person, as most
of the media create their image like this.
• They are from art, literature, music,
humanities
• No working schedule like 9-5
• Generally we have lacking of these people

13. .
.
“Hmm…”
“Hmm…”
“Hmm…”
“Hmm…” “Hmm…what’s that bird
doing on my head?”
“Hmm…”

14. The Creative Process:
A very good logical approach is required for making an meaningful
advertisement .Ad agency need to follow following steps
Account Planning:
• It began in Great Britain in early 70s & now spread al over the
world.
• Planner is known as the pillar of ad agency.
• He has to work hard & to think always in current trends
• Carefully design layout with the help of major to minor details of
requirement of client
• It required strong coordination between client & creative deptt.

16. An Absolut World
.
.

17. Inputs to the creative process:
It consists following two phase
Phase-1:
in this phase the person go through following three steps
Preparation:
Gathering information needed to solve the problem
through research & study
Incubation:
Analyze information & develop idea
Illumination:
Seeing idea & think if it is the right solution.

18. Phase-2:
Verification & Revision:
• Here creative deptt looks & revise all the
things which is designed In illumination
process
• All person look ad, especially the creative
deptt
• Rejection, evaluation, refines & polish is done
at this stage