How much importance is given to characteristics of creativity when conceiving and approving a TVC advertisement?

1. EXPLORING THE
DETERMINANTS OF
CREATIVITY IN TVC
ADVERTISEMENTS
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2. BACKGROUND
 Advertising practitioners use their creative
skills to produce powerful and carefully crafted
messages through a creative process.
 The problem of evaluating creative alternatives
is that testing often comes late in the process
 The question then becomes how to take early
evaluation of alternatives beyond the
subjective
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3. RESEARCH OBJECTIVES
 Identify the factors that are considered while
creating advertisements
 To evaluate the key determinants that are kept
in mind whilst the advertisements are still in
the process of being made
 To develop such a tool on which the critical
components of advertising creativity, can be
analyzed
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4. PROBLEM STATEMENT
How much importance is given to
characteristics of creativity when
conceiving
and approving an advertisement?
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5. THEORETICAL FRAMEWORK
Figure 6.1.0: *Elements and Characteristics of Creativity, according to Stuhlfaut and
Yoo’s (2010) study
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6. RESEARCH METHODOLOGY
• Qualitative Exploratory Research
• Sample size of 8 Brands ( 16 Respective Brand Managers and Agencies)
• Convenient Sampling Method
• In-depth interview as a research tool followed by Rating Survey
Questionnaire
Secondary Sources
• Journals
• Online articles
• Books
Primary Sources
• Moderated In-depth Interviews
• Structured Rating Survey
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7. DATA ANALYSIS
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8. Brand Managers' Perspective
Novelty 75.0%
Original 62.5%
Imaginative 87.5%
Innovation 50.0%
Unique 100.0%
New 12.5%
Utility 50.0%
Relevant 100.0%
Meaningful 75.0%
Persuasive 62.5%
Strategic 25.0%
Memorable 75.0%
Surprising 37.5%
Affect 75.0%
Emotion engaging 87.5%
Likability 62.5%
Creative Professionals' Perspective
Novelty 62.5%
Original 62.5%
Imaginative 75.0%
Innovation 50.0%
Unique 37.5%
New 62.5%
Utility 62.5%
Relevant 62.5%
Meaningful 37.5%
Persuasive 75.0%
Strategic 87.5%
Memorable 75.0%
Surprising 50.0%
Affect 62.5%
Emotion Engaging 62.5%
Likability 75.0%
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9. Significant Characteristics9
BRAND MANAGERS CREATIVE AGENCIES
•Imaginative
•Unique
•Relevant
•Meaningful
•Memorable
•Emotional Engaging
•Imaginative
•Persuasive
•Strategic
•Memorable
•Likability
•Imaginative
•Memorable
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10. Insignificant Characteristics
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BRAND MANAGERS CREATIVE AGENCIES
•New
•Innovation
•Relevant
•Strategic
•Surprising
•Unique
•Innovation
•Meaningful
•Surprising
•Innovation
•Surprising

11. CONCLUSION
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 For brand managers, uniqueness and
imagination are the most crucial
characteristics while for creative professionals,
strategy and imagination play the most
important role
 Novelty and Affect elements were the most
significant.
 In order create brand image and name, novelty
is used while in order to strengthen brand love,
affect element is used according to the brand
managers

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 For creative professionals, all three elements
have the same importance.
 Novelty differentiates each brand from another,
while utility factors differentiates the art work of
a agency while affect creates a emotional
bond, according to creative professionals.

13. RECOMMENDATIONS
 The purpose of this research was to create such
a model that can be used to cut the cost of post
testing, but in Pakistan post testing part of an ad
is not followed by all the brands.
 The whole strategic process of decision making
should also of high importance.
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14. AREAS OF FURTHER STUDY
 Other than creativity, strategy, media planning
and budgets can be researched on
 Other mediums, such as print and outdoor
advertisement can also be explored altogether
to gauge the effectiveness of a campaign
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15. LIMITATIONS
 Time constraints: Research needed to be completed within
four months
 Scope of the study: Only three variables of creativity were
considered while conducting this research
 Disclose information: The creative professionals or the brand
managers may not have given complete information
regarding the creation and finalization of concept
 Model: The model chosen for the study was found a little hard
to explain since all professionals had their own way of looking
the ad work of a TVC
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17. THANK YOU!
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