Use of Creativity in

Marketing
Communication
Creative Ads in Outdoor
Media

PREPARED BY:

SAUMYA POONIA

COKES LIVE BILLBOARD

CADBURY A GLASS AND A

HALF FULL OF JOY

Cadburys Creative Billboard

NESTLES KITKAT
BENCH

IMODIUMS BILLBOARD

A SIGN OF GREAT TASTE:COKE ZERO

UNVEILS DRINKABLE BILLBOARDS

Red Bulls Car Wrap

Vehicle advertising
or Car wrap
advertising:
It is a way of
marketing by using
branded cars as an
out-of-home media.
Cars are wrapped
with branded vinyl or
car stickers carrying
an advertising
message, and they
are then driven
around in the
selected area for
maximum advertising
exposure.

Creative Ads in Print

Media

Ashtanga Yoga
This print ad for
Ashtanga Yoga hones
in on the benefits of
yoga practise for your
back. With a tag line
"Before your back
attacks you,
Ashtanga Yoga at the
Garage fitness club"

Rolling Stone
With a brilliant tag line
'We are made of rock,'
the brand's attitudes,
product and ethos are
effortlessly put across
with this print
advertisement. Using a
signature-like font also
showcases the rock
star aesthetic.

Penguin Books
Last year, Penguin Books
promoted its audiobooks
with a brilliant print ad
campaign featuring
illustrations of three well
known authors - William
Shakespeare, Mark Twain
and Oscar Wilde - acting as
headphones and
whispering in the ears of
their listeners.

World Wildlife
Fund(WWF)

BBDO Spain released

this powerful print ad
campaign for the World
Wildlife Fund. Featuring
a white polar bear in a
garage workshop, the
aim is to highlight that
there are no tools that
can fix extinction.

leave bigger

Bullets
holes than
you think

This hard-hitting print ad

campaigning against gun
violence features three
human targets, including a
small baby, calls for an
update to the USA's
antiquated gun laws.
The ad, commissioned by
non-profit organization States
United to Prevent Gun
Violence, features the tagline
'Bullets leave bigger holes
than you think'.

SMS mistype
This is a road safety
message from car
manufacturer Opel.
The cool print ad
has a black
background,
replicating a phone
while at the same
time making the
white box,
prominent.

Creative Ads in Television

Commercials

1. Google Reunion Ad
This advertisement touched
a raw nerve among us all.
Anyone who watched this
Google advertisement for
the first time must have felt
their eyes moist and heart
racing with emotions.
Google created a masterpiece advertisement which
has received more than 10
million views on Youtube as
of now.

2. Tanishq Wedding Ad
When this advertisement
hit the media, everyone
was stunned. No one had
attempted to touch the
tender issue of remarriage; and this
advertisement broke all
shackles of this mindset.
Set in the contemporary
India, this ad highlights
and celebrates remarriage like no other
brand has ever done.

3. Cadbury Bournvita Ad
When I first saw this
advertisement from
Bournvita, the thing which
struck me most was the
intensity through which
they were trying to
showcase the equality
and fair game for a girl
who wants to learn boxing.
The mother tries to inspire
her by giving her the best
education and training; and
not the usual advice of
reservation

4. KitKat Dancing Kids Ad

Another ad
featuring cute
children and
their antics. This
cute ad from
Kitkat became
one of the
favorites of
children from all
over the

CREATIVITY
Definition

1: Creativity is a phenomenon whereby

something new and somehow valuable is formed, such as an
idea, a scientific theory, an invention, a literary work, a
painting, a musical composition, a joke, etc.

Definition

2 :Creativity can also be defined "as the process of

producing something that is both original and worthwhile"
or
Characterized by originality and expressiveness and
imaginative.
Dr.

E. Paul Torrance- Father of Creativity. He created the

Future Problem Solving Program International, the Incubation
Curriculum Model, and the Torrance Tests of Creative Thinking.

HISTORY OF
CREATIVITY
ANCIENT VIEWS:
Most ancient cultures, including thinkers of Ancient Greece,
Ancient China, and Ancient India, lacked the concept of
creativity, seeing art as a form of discovery and not creation .

THE ENLIGHTENMENT AND AFTER:

The development of the modern concept of creativity begins
in the Renaissance, when creation began to be perceived as
having originated from the abilities of the individual, and
not God.

HISTORY OF CREATIVITY

According to Thomas Hobbes, imagination is a key element

of human cognition.
William Duff was one of the first to identify imagination as a
quality of genius, typifying the separation being made
between talent (productive, but breaking no new ground) and
genius.

HISTORY OF CREATIVITY
TWENTIETH CENTURY TO THE PRESENT DAY
Graham Wallas and Max Wertheimer-Pioneering Theorists
Graham Wallas presented one of the first models of the creative process. In the
Wallas stage model, creative insights and illuminations may be explained by a
process consisting of 5 stages:
(i) Preparation (preparatory work on a problem that focuses the individual's mind on
the problem and explores the problem's dimensions),
(ii)

Incubation (where the problem is internalized into the unconscious mind and
nothing appears externally to be happening)

(iii)

Intimation (the creative person gets a "feeling" that a solution is on its way)

(iv) Illumination

or insight (where the creative idea bursts forth from its preconscious
into conscious awareness)

(v)

Verification (where the idea is consciously verified, elaborated, and then applied).

Four C model
James

C. Kaufman and Beghetto introduced

a "four C" model of creativity:
1.Mini-C("transformative learning" involving
"personally meaningful interpretations of
experiences, actions and insights")
2. Little-C(everyday problem solving and
creative expression)
3. Pro-C (exhibited by people who are
professionally or vocationally creative)
4.Big-C (creativity considered great in the
given field).

 Creative

Strategy: What the

advertising message will say or
communicate?
Creative Tactics: How the message
strategy will be executed?

IMPORTANCE OF CREATIVITY
IN ADVERTISING
It is marketers job to turn all the
information regarding product features
and benefits, marketing plans,
consumer research and
communication objectives into a
creative concept that will bring the
advertising message to life.

Advertising Creativity

Advertising is
creative only if
sells the product
or service.

Ad is creative in
terms of its artistic
or aesthetic value
and originality.

Marketers must understand the importance

of balancing the it is not creative unless it
sells perspective with the

Determinants of
Creativity
Advertising Creativity: It is ability
to generate fresh ideas, unique and
appropriate or relevant ideas that
can be used as solutions to
communication problems.
2 central determinants of creativity:
Divergence: It refers to the extent to
which an ad contains elements that
are novel, different or unusual.
1.

Convergence and
Divergence
Five

factors that could account for the way divergence can

be achieved are as follows:
1. Originality: Ads that contain 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 contain unexpected details or
finish and extent basic ideas so they become more
intricate, complicated or sophisticated.
4. Synthetic Ads: Ads that combine ,connect or blend
normally unrelated objects or ideas.
5. Artistic value: Ads that contain artistic verbal
impressions or attractive shapes and colors.

Convergence and
Divergence
Relevance

that affects the degree to which the

various elements of the ad are meaningful,
useful or valuable to the customer.
Ad to Conumer Relevance: It refers to
situations where the ad contains the execution
elements that are meaningful to consumers.
Brand to Consumer Relevance: It refers to
the situations where the advertised brand or a
product or service is of personal interest to the
consumers.

This particular ad features the New Yorks

Time square adorned with the famous work
of art rather than the billboards and is
designed to show media clutter as a means
to share the worlds artistic treasures.

Planning Creativity
Strategy
The Creative Strategy:
Marketers must take all the research ,
creative briefs, strategy statements,
communication objectives, and other
input and transform them into an
advertising message. Their job is to
ensure that the advertisement comply
with the universal standards given
below:

Universal Advertising
Standards
1. Does this advertising position the
product simply and with unmistakable
clarity?
2. Does the advertising bolt the brand
to a clinching benefit?
3. Does this advertising contain a
power idea?
4. Does this advertisement design in
Brand Personality?
5. Is this advertising Unexpected?

Universal Advertising
Standards
7.Does this advertising reward the
prospect?
8.Is this advertising visually arresting?
9. Does this advertising exhibit
painstaking craftsmanship?

Creative Risks
AD

Agency O& M has designed

advertisements for Fevicol-A brand
of adhesive, from Pidlite.
Fevicol belong to a very boring
product category such as adhesives
but it has adopted a very humorous
route for its advertising by
exaggerating the idea of
unbreakable bond and in
interesting ways.

Creative Strategy
Development
Advertising

campaign: which is a set of

interrelated and coordinated marketing
communications activities that center on a single
theme or idea that appears in different media
across a specified time period.
A campaign theme is a message that will be
communicated to all the advertising and other
promotional activities .
The theme for the Advertising campaign is
usually expressed through a slogan or tagline
that reduces the key ideas into a few words into
a brief statement.

SLOGAN OR TAGLINE
Company or Brand

Slogan

Nike

Just Do It

Home Depot

You can Do it. We can help

McDonalds

I am loving it !!

Southwest Airlines

A Symbol of freedom

Macys

The magic of macys

Adidas

Impossible is Nothing

Creative Brief
The

written creative brief specifies

the basic elements of the creative
strategy. It is called a creative
platform or work plan, creative
blueprint, or creative contract. The
account manager or representative
assigned to the account usually
prepares the creative brief.

CREATIVE BRIEF OUTLINE

1.
2.
3.
4.
5.

6.

Basic Problem or issue the advertising

must address.
Advertising and Communication Objectives
Target Audience
Major Selling Idea or key benefits to
Communicate
Creative Strategy Statement(Campaign
theme, appeal and execution technique to
be used)
Supporting Information and Requirement.

THE SEARCH FOR MAJOR

SELLING IDEA
An

important part of the creative strategy is

Determining the central theme that will
become the major selling idea of the ad
campaign.
E.g. Intel Inside campaign for Intel
Microprocessors that go in personal
computers
Nike "Just Do It;
Got Milk and Milk Moustache Schemes
used to promote milk consumption;
Apples Think Different Campaign.

Got Milk and Milk

Moustache Themes

Intel Inside campaign

for Intel

APPLE THINK

DIFFERENT

NIKE
JUST DO IT

ADIDAS
IMPOSSIBLE IS NOTHING

Happy Dent White Smile Ad

Fevicol's 'Crazy Chairs'

THANK YOU