Creativity inAdvertising

When It Works &

When It Doesn’t

What is the key

to success in

advertising?

“Nothing is more efficient than

creative advertising. It is more

memorable, longer lasting,

& builds a fan community…faster.”

Stephan VogelCCO of Ogilvy & Mather Germany

What is

Creativity?

Creativity : the ability to

find unusual & nonobvious

solutions to a problem.

American psychologist,

who developed the

Torrance Tests of Creative

Thinking (TTCT),

a battery of

measures used to assess

individuals’ capacity for divergent

thinking in the business world

and in education.

E. Paul Torrance

In the early 2000s Indiana

University communications

researcher Robert Smith

adjusted the definition of

creativity to refer to-

“the extent to which an ad contains

brand or executional elements that

are different, novel, unusual, original,

unique, etc.”

He came up with five dimensions of

advertising creativity, which form the

basis for our survey

Originality

1Originality

Is the ad

“out of the

ordinary” ?

Originality

Does it depart

from stereotypical

thinking?

Originality

Is it unique?

2Elaboration

Does the ad contain

numerous details?

War & Peace

Elaboration

Does it extend

basic ideas &

make them

more intricate?

Ad on Global

Warming

Elaboration

Does it contain more

details than expected?

3 Flexibility

Does the ad contain

ideas that move from

one subject to another?

FlexibilityDoes it contain

different ideas?

FlexibilityDoes it shift from

one idea to another?

4 Synthesis

Does the ad connect

objects that are usually

unrelated?

Synthesis

Does it contain unusual

connections?

Synthesis

Does it bring unusual

items together?

5

Is the ad visually or

verbally distinctive?

Artistic Value

Artistic ValueDoes it make ideas

come to life

graphically or

verbally?

Artistic ValueIs it artistic in

its production?

Elaboration 1.32

artistic value 1.19

originality 1.06

flexibility 1.03

Synthesis 0.45

Quantification of each dimension:(relative to the overall average

creativity of 1.0)

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.

1. Key of Success

2. Creativity

3. Five dimension of creativity

4. Quantification of dimension

Creativity in Advertising

Sameer Mathur

Indian Institute of ManagementLucknow

Marketing Professor 2013 -

Marketing Professor 2009 -2013

Ph.D & M.s (Marketing) 2003 - 2009

Amit PandeyIndian Institute of Technology Kharagpur

(Internship)