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    Creative Design

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    Malini
    Creative advertising is more memorable and effective than traditional advertising. It builds fan communities faster with less spending. Creativity involves finding unusual solutions and divergent thinking. The most powerful dimension of creative advertising is elaboration, followed by artistic value, but originality and flexibility are used more often. More creative ads are preferred for certain product categories like soda but can harm categories like lotion if overused. The level of creativity should be studied for each category.

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    Creative Design

    Uploaded by

    Malini
    96 views56 pages
    Creative advertising is more memorable and effective than traditional advertising. It builds fan communities faster with less spending. Creativity involves finding unusual solutions and divergent thinking. The most powerful dimension of creative advertising is elaboration, followed by artistic value, but originality and flexibility are used more often. More creative ads are preferred for certain product categories like soda but can harm categories like lotion if overused. The level of creativity should be studied for each category.

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    what is the relevance of creativity in advertising and what are the different approaches

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    Creative advertising is more memorable and effective than traditional advertising. It builds fan communities faster with less spending. Creativity involves finding unusual solutions and divergent thinking. The most powerful dimension of creative advertising is elaboration, followed by artistic value, but originality and flexibility are used more often. More creative ads are preferred for certain product categories like soda but can harm categories like lotion if overused. The level of creativity should be studied for each category.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    96 views56 pages

    Creative Design

    Uploaded by

    Malini
    Creative advertising is more memorable and effective than traditional advertising. It builds fan communities faster with less spending. Creativity involves finding unusual solutions and divergent thinking. The most powerful dimension of creative advertising is elaboration, followed by artistic value, but originality and flexibility are used more often. More creative ads are preferred for certain product categories like soda but can harm categories like lotion if overused. The level of creativity should be studied for each category.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 56

    “Nothing is more efficient

    than creative advertising.


    Creative advertising is more
    memorable, longer lasting,
    works with less media
    spending, and builds a fan
    community…faster.”
    Creativity in Advertising
    Bernstein’s model
    Message
    Creativity is divergent thinking—
    namely, the ability to find
    unusual and non-obvious
    solutions to a problem.
    Five dimensions of advertising creativity

    • Originality.
    An original ad comprises elements that are
    rare or surprising, or that move away from the
    obvious and commonplace. The focus is on
    the uniqueness of the ideas or features
    contained in the ad. An ad can diverge from
    norms or experiences by applying unique
    visual or verbal solutions, for instance.
    • Flexibility.
    An ad scoring high on flexibility smoothly links
    the product to a range of different uses or
    ideas.

    • Elaboration.
    Many ads contain unexpected details or
    extend simple ideas so that they become
    more intricate and complicated.
    • Synthesis.
    This dimension of creativity is about blending or
    connecting normally unrelated objects or ideas.
    • Artistic value.
    Ads with a high level of artistic creativity contain
    aesthetically appealing verbal, visual, or sound
    elements. Their production quality is high, their
    dialogue is clever, their colour palette is original,
    or their music is memorable. As a result,
    consumers often view the ads as almost a piece
    of art rather than a blatant sales pitch.
    Although all of them had a positive impact,
    elaboration had by far the most powerful one
    (1.32 when indexed relative to the overall
    average creativity of 1.0), followed by artistic
    value (1.19). Trailing behind were originality
    (1.06) and flexibility (1.03), with synthesis a
    distant fifth (0.45). Yet studies show that ad
    agencies use originality and artistic value more
    than they use elaboration. Possibly, companies
    think primarily of originality when trying to be
    creative.
    Levels of creativity vary significantly
    across product categories, with the
    overall scores ranging from 2.62 for
    shampoo to 3.60 for cola. In categories
    such as cola and coffee, advertisers and
    customers tend to favour higher levels of
    creativity, whereas in categories such as
    shampoo, body care, and facial care,
    campaigns focus on showing the actual
    use of the product
    Reason
    • When products are functional and oriented toward
    clear consumer goals (cleaning garments with
    detergents, protecting skin with body lotion),
    unorthodox approaches are less preferred.
    • When products are easily understood, similar, and
    tied to personal preferences (quenching thirst with
    a soda, for instance, or enjoying a cup of coffee),
    an out-of-the-ordinary approach can be more
    effective in stimulating sales.
    “Is More Creativity Better?”
    • In traditionally low-creativity categories,
    adding creativity can pay off; according to
    study, a one-point increase in creativity scores
    for shampoo and detergent ad campaigns
    boosted sales impact by 4%.
    • The body lotion and face care categories,
    which also tend to feature low levels of
    creativity, were harmed by additional
    creativity: Sales impact fell by nearly 2%.
    Studies see variation across categories
    with high levels of creativity. Investing in
    additional creativity has a nearly 8%
    impact on sales in shavers and coffee but
    boosts impact by less than 1% for colas
    and yogurts.
    It is important to study
    category’s sensitivity to
    creativity before spending on
    high-priced category-
    redefining campaign.
    Idea Generation Techniques
    • Chance encounter
    • Competitor’s moves
    • Brainstorming
    • Market Research
    Creative Styles
    BBDO: “Create Acts, Not Ads”
    • BBDO India has followed the philosophy, in
    creating ads relevant to the complex and
    diverse Indian consumer. They have created
    long-term engaging programs in the shape of
    Social movements for various brands like Ariel,
    Gillette, Whisper, 7 Up, Johnson's Baby, GE,
    Aviva Life Insurance, Quaker Oats and Visa.
    Leo Burnett: ”corniness"
    "The secret of all effective advertising is not
    the creation of new and tricky words and
    pictures, but one of putting familiar words and
    pictures into new relationships.“
    "Good advertising is a happy wedding of words
    and pictures, not a contest between them.
    Make it simple. Make it memorable. Make it
    inviting to look at. Make it fun to read."
    Ogilvy: add a visual element of “story appeal”

    • “The best ideas come as jokes. Make your


    thinking as funny as possible.”
    • “If you are both a killer and a poet, you get
    rich.” (Art and functionality go hand in hand)
    • “The consumer isn’t a moron; she is your
    wife.”
    Ogilvy’s style is to design the components of a brand,
    create experiences around a brand, and communicate
    about a brand.
    JWT: creativity in advertising execution

    • Extensive use of market research


    • Message built around a clear rationale
    • Long-copy, reason-why advertisements
    • Guiding consumers towards better taste and
    social improvement
    Young & Rubicam
    • Creativity - “passionate”
    • Presentations - “fun”
    • Young & Rubicam is still recognized for its
    originality . It has retained its commitment to
    Raymond Rubicam’s one and only rule: “Resist
    the usual.”
    DESIGN ISSUES
    Creative Brief
    • Objectives
    • Target Audience
    • Message Theme & Appeals
    • Layout
    • Executional framework
    Communication Objectives
    • (1) creating awareness,
    • (2) imparting knowledge,
    • (3) projecting an image,
    • (4) shaping attitudes,
    • (5) stimulating a want or desire,
    • (6) effecting a sale.
    Brand awareness and Brand attitude

    All advertising campaigns are


    aimed at maintaining brand
    awareness (if not to increase it)
    and at maintaining brand attitude
    (if not to change it).
    The other three
    • Category Need. Category Need is an optional
    communication objective for a particular
    campaign. Category need can be ignored as an
    objective if this communication effect is at full
    strength in the prospective buyer's mind. For
    example, Coca-Cola probably does not have to
    address the cola category need in advertising
    Coke; whereas in advertising for Diet Coke, the
    category need for diet cola may require reminding.
    • Brand Purchase Intention.
    • Brand purchase intention is usually a purchase
    intention targeted by the advertising. Industrial
    advertising, for instance, often targets sales
    inquiries as the intended action rather than
    purchase directly. Brand purchase intention is an
    optional communication objective.
    • The option refers to the difference between
    "hard sell" (intention-induced) advertising and
    "soft-sell" (intention-deduced) advertising.
    In hard-sell advertising, the target audience should
    form a conscious, immediate intention to act at the
    next purchase opportunity. In the tactical extreme,
    promotion offers and exhortations to "act now" are
    included in hard-sell advertising.
    In soft-sell advertising, the target audience does not
    form an immediate conscious intention to purchase
    or take action with regard to the brand. An intention
    to act is only experienced consciously, later, when it is
    triggered. At this time, the prospective buyer
    "deduces," from brand awareness and brand attitude,
    a monetary but effective intention to act.
    Purchase Facilitation
    It applies when the advertising must overcome a
    barrier to purchase resulting from the remainder of
    the marketing mix.
    Barriers may take the form of a perceived product
    problem, a perceived high price problem,
    addressed in purchase facilitation by the inclusion
    of easy payment terms or a high quality appeal to
    offset the price via perceived value; or an actual
    distribution problem, overcome by exclusivity
    appeals such as "not available everywhere" or by
    offering home delivery.
    MESSAGE THEME AND APPEALS
    Advertising appeal is the central theme or
    idea behind an advertising message.
    • Every ad is a variation of one of a limited number of
    basic appeals.
    • An emotional appeal is related to an individual’s
    psychological and social needs for purchasing certain
    products and services. Many consumers are
    emotionally motivated or driven to make certain
    purchases.
    • Rational appeals aims to focus on the individual’s
    functional, utilitarian or practical needs for particular
    products and services. Such appeals emphasize the
    characteristics and features of the product and the
    service and how it would be beneficial to own or use
    the particular brand.
    Types of Advertising Appeals
    • Unique selling proposition (USP): an advertising
    appeal that focuses on one clear reason why a
    particular product is superior to any others.
    • Comparative advertising between competing
    products.
    • Demonstration showing the product being used.
    • Testimonial using a credible source to tell of its
    benefits.
    ( Rational Appeal)
    • Slice-of-life showing how the products fits
    everyday life.
    • Lifestyle showing the expressive or
    symbolic qualities of the product.
    • Fear appeals to scare the viewer into
    changing their attitude.
    • Humorous appeals to break through the
    clutter and get noticed.
    • Sex appeals to attract attention and
    promote a product.
    (Emotional Appeal)
    Study Results
    • Humor Appeal Used in 30% of all
    advertisements. Excellent at capturing
    attention. Score high in recall tests. Should be
    related directly to customer benefit. Used
    often with other types of appeals
    • Music Appeals Has intrusive value. Gains
    attention and increases the retention of visual
    information. Can increase persuasiveness of an
    advertisement.
    Are Sex Appeals Effective?
    • Sex and nudity do increase attention.
    • Rated as being more interesting.
    • Often leads to strong feelings about the
    advertisement.
    • Brand recall is lower.
    • Often interferes with message
    comprehension
    Informational Vs Transformational
    • Informational Ads: • Transformational ads:
    companies try to give as companies try to transform
    much information as possible the consumer’s brand
    in the ad so as customer gets attitude, giving more
    emphasis on creativity.
    a choice to evaluate various
    They look for repeat
    parameters as compared to
    purchase, which makes the
    that of competitors. High
    brand successful. Ads
    involvement ads change the
    create affect and this leads
    consumers’ brand attitude
    to attitude building for the
    through information. Ads first
    ad and subsequently for
    create cognition, then
    the brand, in the case of
    develop attitude towards the
    low involvement products.
    ad and subsequently towards
    the brand.
    Rossiter Percy Grid
    Examples
    • Vodafone uses transformational ads to target
    directly to the mind of the people with its
    creative ads, though being a high-involvement
    product.
    • Advertisements for detergents (categorywise,
    low involvement) use informational approach
    to solve a particular problem

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