CREATIVITY IN ADVERTISINGWhen It Works and When It Doesn’tBy Werner Reinartz and Peter Saffert

Submitted by-Group 3

Shubhra|Pankaj|Parul

Creativity…More memorableLonger lastingLess media spending Build fan community

Creativity ……………….. ?

Is this Creativity ?

The ability to find unusual and non obvious solutions to a problem

Elaboration : 1.32

Artistic value : 1.19

Originality : 1.06

Flexibility : 1.03

Synthesis : 0.45

Varying influence level of dimensions on Sales

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

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

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

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? Is it artistic in its production?

Artistic Value

Dimensions of creatvity

Cola beverage

perfumes Soaps Shampoo

Use of creativity differ by category

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

.

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

More creative ad

Sales impact Diagram

https://www.youtube.com/watch?v=NlCfl5K6U80

Higher Air time

https://www.youtube.com/watch?v=NlCfl5K6U80

One Two Three Four Five Six0

10

20

30

40

50

60

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