This document discusses creativity in advertising and its relationship to sales. It defines creativity as divergent thinking that leads to unusual solutions. Five dimensions of creative advertising are described: originality, flexibility, elaboration, synthesis, and artistic value. Research found that elaboration is most effective at influencing purchases, while flexibility and synthesis are less effective. Pairing originality with elaboration produced nearly double the sales impact of average ads. The effectiveness of creativity varies by product category. While more creativity may not always lead to more sales, tailored creative ads can improve predicting which ads will be most effective.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
This slide gives the detail analysis that a company perform on some well establish dimensions for using creativity in advertising for mor effectiveness
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
It's all about advertisement, its types n example of some best advertisements which benefits the company's product. Black pages in PPt are videos of the concerned advertisement . it is adviced to open them in MS power point (Slide show).
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
This slide gives the detail analysis that a company perform on some well establish dimensions for using creativity in advertising for mor effectiveness
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
It's all about advertisement, its types n example of some best advertisements which benefits the company's product. Black pages in PPt are videos of the concerned advertisement . it is adviced to open them in MS power point (Slide show).
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
This is just a sum of the knowledge i have learned for a couple of years. i hope you guys all find this useful. Please do give any thoughts, feedback or comments. Thank you.
Unit 2 Role of advertising and types of advertisingNISHA SHAH
role fo advertising in marketing mix
role of advertising in business
types of advertising
types of channel in advertising
classification of media or channel
advertising process steps
Influencer Marketing: Why it is Key for the Growth of Small BusinessesNada Tadros
In this short deck, I walk through the basics of Influencer Marketing and why its important for small businesses to consider it a key part of their local marketing strategy.
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
8. creativity can be
referred to as
divergent thinking
namely, the ability
to find unusual and
nonobvious solutions
to a problem!
9. Creativity in context to marketing:
The extent to which an ad contains brand or executional elements that are
different, novel, unusual, original, unique, etc.
18. Experiments have found that creative
messages get more attention and lead
to positive attitudes about the products
being marketed, however, there’s no
firm evidence that shows how those
messages influence purchase behavior!
19. To, investigate this further, a consumer
survey approach for measuring perceived
creativity along five dimensions was
developed
20. People were trained to rate
advertisements on different
parameters and product categories
like-body lotion, chewing gum,
coffee, shampoo and shavers which
are highly competitive and invest
heavily in advertising.
23. Also that certain dimensions of
creativity are more effective than
others in influencing purchasing !
24. Elaboration had far been the most powerful
dimension when indexed relative to the overall
average creativity, followed by artistic value.
Trailing behind were originality and flexibility,
with synthesis a distant fifth.
25. And an euro invested in a
highly creative ad
campaign had nearly
double the sales impact of
a euro spent on a
noncreative campaign.
26. Most of the companies focus on wrong dimensions in their
campaigns. Moreover, by tailoring the survey model to reflect the
cultural preferences of consumers, companies can dramatically
improve their ability to predict the likely effectiveness of their
creative ads and thus make smarter investments.
27. When used in
combination,
creativity dimensions
had widely varying
effects. Relative
effectiveness shows
the sales uplift a
particular pairing
enjoyed relative to
average effectiveness
28. The most-used
pairing, flexibility plus
elaboration, is one of the
least effective. The most
effective pairing, originality
plus elaboration, had almost
double the impact.
29. Although originality has
little impact on sales on its
own, it appears to play an
important enabling role,
appearing in three of the
four most effective pairings.
34. In some categories like soda and cola,
adding more creativity does not
contribute much to the sales, while,
in categories like shampoo and
detergent putting in more creativity
can work in great favor
39. Increased investment
will usually pay for
itself: More-effective
creative ads will allow
other parts of the
advertisement budget
to be significantly
reduced.
60. Click here
A nice example of originality that affected
the brand equity to great extend!!!
61. Concluding remarks from people around:
Indian advertisements have
successfully evolved as according to
theory mentioned in the article. Very
often we encounter advertisements
that are less of a product promotion
and more of an art !
62. Concluding remarks from people around:
Innovation is there in products like
goods of all kind, but I don’t think,
other marketable commodities like
services, concerts etc. use creativity to
such an extend with such critical
analysis!
63. Concluding remarks from people around:
Creative ads are common these days
but they are done by most of the
foreign companies selling their goods
in India. Companies of Indian origin
are yet to cope up with them
