Advertising 3f3370

Creativity and advertising

CREATIVITY the word create denoted originating or conceiving an idea or thing that did not exist before.  Creativity refers to the generation and presentations of novel ideas – differently & innovatively across the target audience 

Therefore , creativity refers to eye catching illustration that can create good recall value.

Creativity and advertising  Advertising that people like and that wins award is vary

satisfying, but advertising that sells the product is much better.

 Creativity must be harmonized with every element of

advertising to achieve the final goal.

 Advertising creativity is the ability to generate fresh,

unique & appropriate ideas that can be used as solution to communication problem.

 Many agencies view a creative advertising message as one

idea & uses excellent design & execution to communicate the interest to target audience.

 Creative people in advertising agencies i.e. copywriters

& art directors believe that creativity is necessary for effectiveness since it can push the message in into viewers mind.  But there is also a negative opinion about creativity in

advertising. According to critics these are costly and time consuming.  Despite these criticism, creativity is still considered as

the most important element of advertising business because it is almost impossible to get consumers attention with common-place ments.

A creative ment by Fevicol

Creative strategy • A creative strategy is an outline of what message

should be conveyed, to whom and with what tone. • Creative strategy is a policy or guiding principle that

specifies the general nature and character of message to be designed – Fazer * Strategy is the means that are selected to achieve the desired audience effect over the term of campaign.

Planning creative strategy  Those who work on creative side of advertising often

face a lot of challenges.  They must take all the research ,creative briefs strategy

statements, communication objectives and often inputs & transforms them into an advertising message, which should effectively communicate the central theme on which the product is based rather than simply stating the features or benefits of the product.  They must put the advertising message into a form

that will engage the audiences interest & makes ads memorable.

 Creative ment must include……

1) Product/services:  While portraying the product, the target audience must understand that this product is exclusively meant to satisfy their needs and wants. 

The ment should not be complicated since it will confuse & mislead the target audience.

2) Must contain a powerful idea: The campaign must have a powerful idea and revolve around product to target audience. The idea should be able to attract target group. Eg: “the fishing ment” by FEVI KWIK

3)Creating unexpected import: Normally audience will give attention to those ments that show unexpected wants are abnormal in nature Eg: PEPSI ment which shows football match between “ sumo wrestlers ” and “soccer players”

4) Should focus on central theme ( facilitating differentiation): The ment must have a central theme and appeal that delivers a message to the target audience. Eg: “wherever you go, our network follows” by HUTCH

5). Satisfies subliminal desires of the target audience: Each commercial ad should have a context that focuses on satisfying the subliminal desire of potential customer. Eg: Lux soap portrays celebrities and beauty queens to make the target group to feel the glamour.

Some successful advertising campaigns: Company or brand

Campaign theme

1) DeBeers

Diamonds are forever

2) Nike

Just do it

3) Coca cola

The pause that refreshes

4) Amul

Taste of india

5) Colgate

The ring of confidence

6) BPL

Believes in the best

7) Onida

Neighbours envy, owner’s pride

While some marketers often change their campaign themes, a successful campaign theme may last for years Eg: BMW has used the theme “ultimate driving machine” since 1974

Creativity process:  The creativity process has five steps: (Young’s)

1) Immersion: Put yourself in the problem-gathering information through background research. 2) Digestion: Do your homework, thinking, rethinkingtake the information and work it out.

3) Incubation: Putting the problem out of your conscious mind & turning the information over to your subconscious mind.

4) Illumination: Birth of a new idea. 5) Reality or Verification: Refine & polish the idea for improvement

Elements of creative strategy:  Copy platform specifies the basic element of creative

strategy.  Different agencies call this platform with different names.

Some call it as creative blueprint while others call it as work plan.  It is the job of an executive or a manager in the ad

agency who usually prepares a copy platform.  The ad manager or the marketing manager on the client

side approves the copy platform.

 The following are the contents of a copy platform: A) The issue that advertising must address B) Advertising & communication objectives

C) Major selling idea D) Target audience E) Creative strategy

1) The issue which the advertising must address:  When a particular commercial is prepared, it should contain the basic problem communicated to the target group. 

The fairness cream communicate the problem to cure pimples darkness and providing glowing fairness Eg: Fair & Lovely , No Marks cream

2) Advertising & communication objectives: (key benefits the message need to communicate)  The ad should fulfill both advertising and

communication objectives. ie.,providing maximum awareness as well as maximum reach Eg: Most of the companies in FMCG sector rely on broader media for maximum reach and awareness.

3) Target audience:  The ad should be prepared to focus on the target audience Eg: “Johnson & Johnson” products are directly targeted towards infants but indirectly towards mothers. “Raymonds-a complete man” is targeted towards business executives.

4) Major selling idea:  The ad should contain the content that ought to

convey the benefits offered by the product to the target group. Eg: “santro” communicates the benefits offered to the target group such as – a) Affordable price b) Spacious interior c) Ease of parking

5) Creative strategy:  It includes the message theme and message appeal.

Eg: “Bajaj” communicates its service to the nation and how it respects the culture of the country through emotional appeal “Hamara bajaj”

Creative strategies: 1) Weak strategies:  Weak strategies focuses on the product attributions, features and benefits. It enhances the product in no other way. [generic- gives a product attribution pre- emptive – it makes generic claim stronger} 2) Middle strength strategies:  These strategies aims at positioning the product in the mind of the target audience and thereby attempting to create a brand image.  [positioning & brand image]

3) Strong strategies:  These are the strategies that make the people feel really good about the product.{affective ]  These strategies helps in resonating people with the d product.[resonance- is way of identifying with customer ]

Creative strategy implementation:  Creative strategy is implemented by communicating

the central idea of the ment by using various appeals for attracting the attention of the target audience.

 The various appeals that can be used are:

1) Fear appeal: Eg: used in various ments related to insurance 2) Humor appeal: Eg: chloromint ment “dubara math poochna” 3) Sex appeal: Eg: ment’s of various deo’s such as Axe, wild stone

Role of creativity in advertising:  Creativity helps advertising in –

A) Creativity helps advertising INFORM Creative work makes ads more vivid and vividness attract attention and create interest and stimulate thinking.

B) Creativity helps advertising PERSUADE Creative help in positioning the products on consumer mind and it create impression and when such impression spread through market the product perceived value increase.

C) Creativity helps advertising REMIND Creativity can transform your boring reminder in to interesting .

THANK YOU