Transcript of Creativity in advertising
- 1. Creativity in Advertising
- 2. Heres a nice example !
- 3. You can find them everywhere !
- 4. In ways you cant even imagine ! Click here
- 5. In more innovative forms !
- 6. And through mediums you didnt even think of !
- 7. But what exactly is creativity ?
- 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.
- 10. Elements of creativity in context to marketing
- 11. Elements of creativity in context to marketing
Originality
- 12. Elements of creativity in context to marketing
Flexibility
- 13. Elements of creativity in context to marketing
Elaboration
- 14. Elements of creativity in context to marketing
Synthesis
- 15. Elements of creativity in context to marketing Artistic
Value
- 16. Creative advertising is more memorable, longer lasting,
works with less media spending, and builds a fan community
faster!
- 17. How strongly is creative advertising related to company
sales? Creative advertising Sale s
- 18. Experiments have found that creative messages get more
attention and lead to positive attitudes about the products being
marketed, however, theres 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.
- 21. The effectiveness of advertisements on these dimensions
were measured on the scale of 1 to 7
- 22. Results suggested that creativity plays a significant role
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.
- 30. Use of creativity differs significantly by the category
!
- 31. In categories such as cola and coffee, advertisers and
customers tend to favor higher levels of creativity !
- 32. Whereas in categories such as shampoo, body care, and
facial care, campaigns focus is on showing factual proof points of
performance features !
- 33. Is more creativity always better ?
- 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
- 35. Measuring campaign effectiveness
- 36. Advertising professionals can use methods like measuring
effectiveness of various dimensions to identify where to direct
their creative energies to best effect
- 37. Companies can use sales models to estimate the financial
impact their creative investments will produce.
- 38. Companies usually under-invest in creativity which leaves
money on the table.
- 39. Increased investment will usually pay for itself:
More-effective creative ads will allow other parts of the
advertisement budget to be significantly reduced.
- 40. What Bible says !
- 41. Done right, Marketing Communications can have a huge payoff
!
- 42. Marketing Communications are the ways by which firms
attempt to :
- 43. Inform
- 44. Persuade
- 45. and remind consumers
- 46. About the brand and the products they sell !
- 47. Advertising is an important mode of marketing communication
mix
- 48. Advertising according to Kotler is, any paid form of
non-personal presentation and promotion of ideas, goods or services
by an identified sponsor
- 49. Brand Equity = f(Brand awareness, image, responses,
relationships)
- 50. Advertising is a key factor affecting brand equity !
- 51. Thus creative advertising can greatly contribute to brand
equity!
- 52. Various steps involved in designing an advertisement for
developing effective communication
- 53. Identify target audience and set communication objectives
like brand awareness, category need, brand attitude and brand
purchase intention
- 54. Design the advertising communications using message and
creative strategy. Also decide the message source
- 55. Select communication channels and integrate them.
- 56. Now lets see examples of some creative advertisements
demonstrating the applications of theories explored above.
- 57. Click here A nice example for elaboration
- 58. Click here A nice example for Artistic value
- 59. Click here A nice example for Flexibility
- 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 dont 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
- 64. One last thing on marketing in general !
- 65. Lets hear it from a leader !
- 66. Click here for the video
- 67. Thank you This presentation was made by Ashutosh Shukla,
IIT Roorkee During an internship under Prof: Sameer Mathur IIM
Lucknow