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Creativity in Advertising When it works and when It doesntby Werner Reinartz and Peter SaffertPromotional StrategyGroup 1Samrdhi Ramawat PGP31107 | Arzoo Jain PGP31256 | Sanjay Gupta PGP31263 | Harsh Chordia PGP31264 | Navi Prasad PGP 31278

Creativity in AdvertisingCreativity is ability to find unusual and non-obvious solutions to a problemNo firm evidence that creative ads are more effective in influencing purchase behaviorAdvantages of Creative Advertising

Torrance Test of Creative Thinking (TTCT)A battery of measures used to assess individuals ability for divergent thinking in business world and in education The definition of creativity was adapted to the extent to which an ad contains brand or executional elements that are different, novel unusual, original, unique, etc. Thus 5 dimensions of creativity were formedCommunication through Advertising

FLUENCYRefers to the number of relevant ideas proposed in response to a given questionELABORATIONAmount of detail given in a responseRESISTANCE TO PREMATURE CLOSUREAbility to consider variety of factors ABSTRACTNESSThe degree to which a slogan or a word moves beyond being a label for something concreteORIGINALITYUniqueness of responses

An ad comprising of rare or surprising elements or that move away from the obvious and commonplace1. Originality1. Is the ad out of the ordinary?2. Does is depart from stereotypical thinking?3. Is it unique?Tanishq Remaariage Ad

Focused on Remarriage (an uncomfortable subject in India)Showed bonding between daughter and step dadAriel Ad #ShareTheLoad

Showed men washing clothesDoing job essentially considered to be done by women

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An ad scoring high on flexibility smoothly links the product to a range of different uses or ideas2. FlexibilityDoes the ad contain ideas that move from one object to another?Does it contain different ideas?Does it shift from idea to another?Fortune Ghar ka Khana

Combines health with home made foodShows that home made food may not be necessarily bad (if we use fortune)Pantene: Labels Against Women

Ad highlights double measures against women in every aspect of public lifeConnects them through rise and shine campaign

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Many ads contain unexpected details or extend simple ideas, becoming more intricate & complicated3. Elaboration1. Does the ad contain numerous details?2. Does it extend basic ideas and make them more intricate?3. Does it contain more details than expected?

Bangalore Police CampaignCampaign tagline is Dont talk while she is drivingThe use of blood elaborates the point effectivelyAnti Tobacco Campaign (Mukesh)

Ad highlights the condition of mouth cancer patients through imagesMukesh is used to elaborate the effect tobacco chewing can have on your health

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Blending or connecting normally unrelated objects or ideas4. SynthesisDoes the ad connect objects that are usually unrelated?Does it contain unusual connections?Does it bring unusual items together?100 Pipers- Be Remembered for Good

The campaign connects various aspects through which we can help the societySuccess is connected to helping the needy

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Blending or connecting normally unrelated objects or ideas5. Artistic valueIs the ad visually or verbally distinctive?Does it make ideas come to life graphically or verbally?Is it artistic in its production?Amul GirlHas clever dialogueOriginal color paletteAppealing Visuals

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Spreading Social Messages

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Highlighting Corruption

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Commenting on Politics

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News and Controversies

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To Communicating their own problems

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Bridging the divide

Flexibility + Artistic (less effective)

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Unusual habits Flexibility + Synthesis (less effective)

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Humor Originality + Synthesis (medium effective)

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Product features Originality + Elaboration (highly effective)

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Result of the StudyCREATIVE ADs

NONCREATIVE ADs

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Result of the Study2nd Most EffectiveMost Effective

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Result of the Study3) Originality4) Flexibility5) Synthesis

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Use of Creativity differs by category-

Cola BeveragesPerfumesSoapShampooCreativity

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Creative ads

Nescafe-#ItAllStarts

Google- Reunion ad

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Non Creative ads

Clinic plusPears soap

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Creativity is category sensitive

Category 1- Soda, coffee, etc.When products are easily understood Tied to personal preferences

An out of the ordinary approach can be more effective in stimulating sales

Category 2- shampoo, perfumes, etc.Product- functional and oriented towards clear consumer goalsUnorthodox approaches are less preferred

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Is more Creativity Better?In traditionally low-creativity categories, adding creativity can pay-offCategories usually associated with highly creative ads- do not always get a big boost when more creativity is addedCategories associated with low creativity getting creative is always not a bad idea

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Measuring campaign effectivenessConservative ApproachModels used

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