The document discusses the role of creativity in advertising, highlighting that creative advertisements are more memorable and effective in building brand communities. It defines creativity as divergent thinking and outlines how to measure it through originality, artistic value, elaboration, synthesis, and flexibility. Ultimately, the effectiveness of an ad relies on a combination of creativity dimensions, not just originality alone.

2. Creativity in Advertising
 Creativity in Advertising
 What is creativity
 How to measure creativity
 What does company typically choose
 Result of creativity

3. Creativity in Advertising

4. Creative Advertising is more memorable,
longer lasting, work with less media
spending, and builds a fan community.

5. What is Creativity
?
Creativity as divergent thinking-namely, the ability to find
unusual and nanobvious solution to a problem.

6. How to measure Creativity
?

7. Original
Artistic Value
Elaboration
Synthesis
Flexibity

8. Original
An original ad comprises elements that are rare as surprising, or
that move away from the obvious and commonplace.
The focus is on the uniqueness of the ideas as features
contained in the ad.

9. Artistic Value
Ads with a high level of artistic creativity contain aesthetically
appealing verbal, visual, or sound elements.
Their production quality is high, their dialogue is
clever, their colour palette is origin or their music is
memorable.

10. Elaboration
An ad must contain basic ideas with expected
details.

11. Synthesis
This dimension of creativity is about blending or connecting
normally unrelated objects or ideas.

12. Flexibility
An ad should links the product to a range of different
use or ideas.

13. What does company typically Choose
?

14. In real world, the longer a creative ad is aired, the
more impact the creativity has on sales.

15. Results of Creativity

16. Originality and artistic value have been seen as a
major impact on advertising effectiveness.

17. But ,
Being original is not enough

18. Originality boosts sales only in the presence of additional
creative dimensions.

19. EXAMPLES

22. THANK YOU