Creativity in Advertisements.
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Transcript of Creativity in Advertisements.
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Creativity in Advertising
When it Works and When it Doesn’t?
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Thumb Rule of Effective Marketing:
“Nothing is More efficient than creative Advertising”
Stephan Vogel: Oligvy & Mather, Chief Creative officer
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COLGATE Ad.
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Why Creative Ads?
•More Memorable
•Longer Lasting
•Gets More Attention
•Less Media Expenditure
•More effective in fetching Customers
•Builds a fan Community…. Faster!!
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C0ke Ad.
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What is Creativity?
Education psychology literature defines Creativity as Divergent Thinking-“The ability to find unusual and non-obvious solutions to a problem”
Simply put: Thinking out of the box (Thinking different and unconventionally)
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Communications Psychology Measures perceived creativity along,
5 Dimensions.• Fluency
• Originality
• Elaboration
• Abstractness
• Resistance to Premature Closure
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Dimension 1: Fluency
Number of relevant ideas proposed in response to a given question, checking the imaginative spread.
Ex: “list as many uses as you can for a paper clip”
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Dimension 2: Originality
“Checking How uncommon or unique the Responses are”
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Dimension 3: Elaboration
“Amount of Details given in a response”
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Dimension 4: Abstractness
“It measures the Degree to which a slogan or a word moves beyond being a label for something Concrete”
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Dimension 5: Resistance to Premature-Closure
“It measures the ability to consider a variety of factors when processing information”
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The Extent of the Advertisement effectiveness can be predicted based on
5Core Aspects
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Aspect 1: Originality
• Is the Ad “out of the ordinary”?•Does it departs from the Stereotypical Thinking?• Is it unique?
“FOCUS IS ON THE UNIQUENESS OF THE IDEA”
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Olx Ad.
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Aspect 2: Flexibility
• 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?
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Aspect 3: Elaboration
•Does the Ad contain Numerous Details?
•Does it extend basic ideas and make them more intricate?
•Does it contain more details than Expected?
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Aspect 4: Synthesis
•Does the Ad connect objects that are usually unrelated?
•Does it contain unusual connections?
•Does it bring unusual items together?
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Aspect 5: Artistic Value
• Is the Ad Visually or Verbally Distinctive?
• Does it make ideas come to life Graphically or Verbally?
• Is it Artistic in its Production?
One Word: “ EYE CANDY!!!”
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MacD Ad.(Artistic Value)
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“In the Real World, The longer a Creative Ad is Aired, the More Impact the Creativity has on the Product Sales”
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“A Penny invested in a Highly Creative ad Campaign can have much more impact on the sales than the same Penny invested on noncreative Campaign”
Choice is yours!!!
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The Dimensions have Varying levels of influence on Sales.
“Originality and Artistic Value Makes the Best Bet”
BUT!!!
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Use of Creativity Differs by Category
For Example: In Overall Creativity Score,
Cola/Coffee: 3.60(Customers Seeks High Creativity) Shampoo: 2.62(Customers are more focused on Actual use of
the Product, not the Idealization)
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Is More Creativity Always Better?
Ans: “NO”“Creativity is advertisement is Highly Category Dependent”Additional Creativity can Make your Sales go a –ve Route.
Example: A typical Impact on sales, with additional Creativity
Shaver/Coffee: Up by 7.63% Cola/Yogurt: Up by 0.795% Body lotion/Face Care: Down by 1.73%
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Make Sure you Understand your Category’s Sensitivity to Creativity before going for a high-priced “Category Refining Campaign”