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![Page 1: Presentation1](https://reader030.fdocuments.in/reader030/viewer/2022032506/55cdbfe7bb61ebc3118b457b/html5/thumbnails/1.jpg)
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Creativity in Advertising: When It Works and When It Doesn’t
HBR ARTICLES
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What Is Creativity?
THE ABILITY TO FIND UNUSUAL AND NONOBVIOUS SOLUTIONS TO A PROBLEM
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TORRANCE SCORED RESPONSES TO TEST QUESTIONS ALONG FIVE DIMENSIONS: FLUENCY, ORIGINALITY, ELABORATION AS WELL AS ABSTRACTNESS AND WHAT HE CALLED RESISTANCE TO PREMATURE CLOSURE
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Use of creativity differs by category
When products are functional and oriented toward clear consumer goals unorthodox approaches are less preferred.
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Is More Creativity Better?
Does amping up the creativity level drive even more purchases? Not necessarily. Categories usually associated with highly creative ads—such as coffee or cola—do not always get a big boost when more creativity is added to campaigns
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USE OF CREATIVITY DIFFERS BY CATEGORY.
LEVELS OF CREATIVITY VARY SIGNIFICANTLY ACROSS PRODUCT CATEGORIES, WITH THE OVERALL SCORES RANGING FROM 2.62 FOR SHAMPOO TO 3.60 FOR COLA.
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USE OF CREATIVITY
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FAILURE OF CREATIVITY
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Choosing the Right Model
Companies typically use sales response models that are based on conventional regression analyses.
But such regression is problematic because it assumes that the input variables are independent of one another in their effect.
That’s why we use a hierarchical sales response model.
Hierarchical models get around the problem by nesting one regression model within another.
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MODULE 3
CASE ANALYSIS
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IN THE LECTURE METHOD, LEARNERS RECEIVE KNOWLEDGE FROM AN EXPERT. IN THE CASE METHOD, LEARNERS MAKE THE KNOWLEDGE WITH THE ASSISTANCE OF AN EXPERT. A BUSINESS CASE IMITATES OR SIMULATES A REAL SITUATION
CASE METHOD
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The best way to persuade is through argument.
Persuasion is the art of convincing an audience, listeners or readers, to believe, think, or act as the speaker or writer wants them to.Cases have multiple meanings and thus are always controversial.On the other hand, the audience’s knowledge of the case is an asset. The lecture model is good at transferring information. Like any learning model, it has limitations
CASE METHODPERSUASION
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THE SPRINGFIELD NOR’EASTERS: MAXIMIZING REVENUES IN THE MINOR LEAGUES
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KEY TAKEAWAYS
• ANALYZING GIVEN EXHIBITS• WORKING WITH NUMBERS• DECIDING ONA PRICING STRATEGY• WHOM TO TARGET• COVERING REVENUES• SCALED" PRICING STRATEGY FOR A
PERISHABLE SERVICE
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WHAT WE LEARNT
SURVEYS HELP PREDICTING PRICES AND RECOVER COSTS BETTER
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MedNet.com Confronts “Click-Through” Competition
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WHAT WE LEARNT
HOW TO FACE COMPETITION WHILE STICKING TO YOUR CORE COMPANY VALUES, THROUGH CONSTANT REINVENTION
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Mountain Man Brewing Company: Bringing the Brand to Light
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WHAT WE LEARNT
INTRODUCING NEW PRODUCTS , LIGT WHILE PRESERVING THE REPUTATION OF THE OLDER PRODUCTS
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CASE 1: CREATIVITY WORKS
• BJP 2014 AD CAMPAIGN
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WHAT WORKED
UNIQUE RHETORIC
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WHAT WORKED
APPEAL POSITIVELY AND BRAND DIFFRENTIATION
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CASE 2: IIN ADS
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WHAT WORKED
PROPOSING ALTERNATIVE USE FOR THE SAME PRODUCT
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MODULE 1
PRESENT BETTER
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5 DEADLY
SINS OF
PRESENTIN
G
JESSE DESJARDINS
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1) VOMITTING WORDS
2) LACK OF VISUALS
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3) CRAP QUALITY
MAINTAIN QULAITY, EITHER HIRE PEOPLE OR REVERSE ENGINEER GREAT ONES
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4) EXCESSIVE COLORS
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5) LACK OF PREP
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NANCY DUARTE
THE ART OF STORYTELLING
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BUILD A STRUCTURE TO YOUR STORY
THE SHAPE OF GREAT COMMUNICATION FOLLOWS A SIMPLE 3 ACT STRUCTURE –
BEGINNING, MIDDLE AND END.
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UNDERSTAND WHAT WILL RESONATE
MAKE THE AUDIENCE THE HERO WITH THE GOAL TO MOVE THE AUDIENCE FROM ONE STATE TO ANOTHER THROUGH THE POWER OF STORY.
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Imagine and poetically describe an amazing future
Great storytellers take a step back from their current reality.
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Start with the end in mind
Know your audience as well as possible
Have a sound, clear structure
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MODULE 2
KOTLER CHAPTERS
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CONSUMER MARKETS
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THE ADVERTISING IS KEPT IN MIND TO APPEAL TO SEGMENTS
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VARIOUS POINTS AT WHICH CREATIVITY MIGHT INFLUENCE THE BUYER
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DEVELOPING BRAND THROUGH ADVERTISING
Points of difference
Points of parity
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BRAND EQUITY
THE VALUE OF HAVING A WELL-KNOWN BRAND NAME
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BRAND EQUITY
THE VALUE OF HAVING A WELL-KNOWN BRAND NAME
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BUILDING BRAND EQUITY
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PRODUCT STRATEGY
5 PRODUCT LEVELS
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MARKETING CHANNEL LEVELS
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RECAP
MODULE 1
PRESENT
BETTER
MODULE 2
KOTLER STUDY
MODULE 3
CASE ANALYSIS
MODULE 4
CREATIVITY
HBR ARTICLE
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THANK YOUTHESE SLIDES WERE CREATED BY YATIN ARORAB.TECH STUDENT DELHI TECHNOLOGICAL UNIVERSITYAS PART OF AN INTERNSHIP DONE UNDER THE GUIDANCE OF PROF. SAMEER MATHUR (WWW.IIMINTERNSHIP.COM)