Advertising creativity

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The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea

RNB GLOBAL UNIVERSITY, Bikaner
PRESENTATION- 02
Subject :- Advertising
TOPIC:- Advertising Creativity
SUBMITTED TO: SUBMITTED BY:
MR.MAYANK AGGARWAL SIR K DEVIKA

Advertising Creativity
• Advertising creativity is the ability to generate
fresh, unique and appropriate or relevant
ideas that can be used as solutions to
communication problems.

Determinants of creativity?
• 1.Originality: Ads contains elements that are rare,
surprising, or move away from the obvious and
commonplace.
• 2. Flexibility: Ads that contain different ideas or switch
from one perspective to another.
• 3. Elaboration: Ads that contains unexpected details or
finish and extend basic ideas so they become more
intricate, complicate and sophisticated.
• 4.Synthesis: Ads that combine, connect or blend
normally and unrelated objects or ideas.
• 5.Artistic value: Ads that contain artistic verbal
impressions or attractive shapes and colors.

THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Gathering background information
needed to solve the problem
through research and study.

THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Getting away and letting ideas
develop.

THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Seeing the light or solution

THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Refining and polishing the idea and
seeing if it is an appropriate
solution.

• One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Gathering raw material and
information through background
research and immersing yourself in
the problem.

An Advertising Campaign
Interrelated
In Different
media
Centered on a
Theme or Idea
Over a Time Period
Coordinate
Integrated
Marketing
Communication
Activities

The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements

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PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development. One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements . Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Voice Search Optimization ACIL Computer Education: Known for its industry-standard training, ACIL offers various PHP courses ranging from basic to advanced levels. They emphasize hands-on training with real-world simulations and provide job assistance and placement guarantees for certain courses. APTRON Gurgaon: APTRON offers a well-structured PHP course with modules on basic to advanced PHP concepts, webs jyoti, and CodeIgniter. They also provide live project experience and job placement assistance. SLA Consultants India: SLA offers an advanced PHP training program designed by experienced professionals. Their course includes live projects, instructor-led classroom sessions, and extensive practical exposure to ensure students are industry-ready . Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien

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Advertising creativity

1. RNB GLOBAL UNIVERSITY, Bikaner PRESENTATION- 02 Subject :- Advertising TOPIC:- Advertising Creativity SUBMITTED TO: SUBMITTED BY: MR.MAYANK AGGARWAL SIR K DEVIKA

4. Advertising Creativity • Advertising creativity is the ability to generate fresh, unique and appropriate or relevant ideas that can be used as solutions to communication problems.

5. Determinants of creativity? • 1.Originality: Ads contains elements that are rare, surprising, or move away from the obvious and commonplace. • 2. Flexibility: Ads that contain different ideas or switch from one perspective to another. • 3. Elaboration: Ads that contains unexpected details or finish and extend basic ideas so they become more intricate, complicate and sophisticated. • 4.Synthesis: Ads that combine, connect or blend normally and unrelated objects or ideas. • 5.Artistic value: Ads that contain artistic verbal impressions or attractive shapes and colors.

6. PLANNING CREATIVE STRATEGY

7. THE CREATIVE PROCESS • English sociologist Graham Walls outlined the four steps in creative process as follows Gathering background information needed to solve the problem through research and study.

8. THE CREATIVE PROCESS • English sociologist Graham Walls outlined the four steps in creative process as follows Getting away and letting ideas develop.

9. THE CREATIVE PROCESS • English sociologist Graham Walls outlined the four steps in creative process as follows Seeing the light or solution

10. THE CREATIVE PROCESS • English sociologist Graham Walls outlined the four steps in creative process as follows Refining and polishing the idea and seeing if it is an appropriate solution.

11. • One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. Young’s model of the creative process contain five steps : Gathering raw material and information through background research and immersing yourself in the problem.

12. • One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. Young’s model of the creative process contain five steps : Taking information, working it over, and wrestling with it in the mind.

13. • One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. Young’s model of the creative process contain five steps : Putting the problems out of your conscious mind and turning the information over to subconscious to do the work.

14. • One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. Young’s model of the creative process contain five steps : The birth of an idea—The “Eureka! I have it” phenomenon.

15. • One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. Young’s model of the creative process contain five steps : Studying the idea to see if it still looks good or solves the problem, then shaping the idea to practical usefulness.

17. An Advertising Campaign Interrelated In Different media Centered on a Theme or Idea Over a Time Period Coordinate Integrated Marketing Communication Activities

18. The Creative Brief • Basic problem or issue the advertising must address • Advertising and communications objectives • Target audience • Major selling idea or key benefits to communicate • Creative strategy statement • Supporting information and requirements

19. Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Create a Brand Image Positioning Seeking the Major Idea

20. The Unique Selling Proposition (USP) Unique Must be unique to this brand or claim; rivals can't or don't offer it Benefit Buy this product/serv ice and you get this benefit Potent Promise must be strong enough to move mass millions

Advertising creativity

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