This document discusses creativity in advertising and how it can impact effectiveness. It defines creativity as finding unusual solutions to problems. It then outlines five dimensions of creativity - originality, flexibility, elaboration, synthesis, and artistic value - and how consumer ratings of ads on these dimensions can predict effectiveness. More creative ads tend to be more memorable and have longer-lasting impact with less spending. However, the level of creativity that works best depends on the product category. More conservative categories benefit from a more conservative approach, while others may see greater returns from higher creativity.

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

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. No one had attempted
to touch the tender
issue of re-marriage;
This advertisement
broke all shackles of
this mindset
Set in the contemporary
India, this ad highlights
and celebrates re-
marriage like no other
brand has ever done
Tanishq Wedding Ad

12. Two lovers are running
towards each other: a
typical Bollywood
romance scene
And they are tired
because Philips have
introduced such a wide
screen TV
But instead of hugging,
they are tired in between
and they quit their
meetup
Philips Widescreen TV Ad

13. Predicting an Ad’s effectiveness
Overall creativity rating = Average of
scores of each dimension
Consumer respondents are asked to
score(1-7) the ads on each of the 5
dimensions by answering the questions
under each dimension

14.  Is the ad “out of the
ordinary”?
 Does it depart from
stereotypical thinking?
 Is it unique?
Originality
 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?
Flexibility
 Does the ad contain
numerous details?
 Does it extend basic
ideas and make them more
intricate?
 Does it contain more
details than expected?
Elaboration
 Does the ad connect objects
that are usually unrelated?
 Does it contain unusual
connections?
 Does it bring unusual items
together?
Synthesis
 Is the ad visually or verbally
distinctive?
 Does it make ideas come to life
graphically or verbally?
Artistic Value
Dimensions of creatvity

15. Cola
beverage
perfumes Soaps Shampoo
Use of creativity differ by category

16. Conservative approch
More creative ads
will be effective
allow other parts of
the ad budget to be
significantly reduced
Increase Investment
will usually pay for itself
Product Categories
Leave money on the
table

17. .
Allocated TV
Budget for
airtime
$500,000
Allocated TV
Budget for
airtime
$400,000
Creative Index
rating 3
Creativity Index
rating 3.5
Sales impact of
campaign B is 1.07%
higher
Week 1
Two TV campaigns
Campaign A Campaign B
Week 2 This gap increases to
1.93%
2.63%
3.19%Week 3
Week 4

18. More creative ad
Sales impact Diagram
https://www.youtube.com/watch?v=NlCfl5K6U80
Higher Air time
https://www.youtube.com/watch?v=NlCfl5K6U80
0
10
20
30
40
50
60
One Two Three Four Five Six

19. Originality
Elaboration
Synthesis
Artistic
Value
Impact of particular creative choice
• Both campaigns Creative index rating 4.0
• Weekly airtime budget $400,000
Combination of creative dimension in campaign C
produces positive impact on sales three times at
great as that of Campaign D
Campaign C
Campaign D