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