CREATIVITY

IN
ADVERTISING

PRESENTED BY,
GROUP NO:1
 WHAT IS CREATIVITY

• Creativity as divergent thinking - namely, the ability to find unusual and

nonobvious solutions to a problem
• Making the simple complicated is commonplace; making the
complicated simple, awesomely simple, that's creativity.
• Creativity means being novel and appropriate. It
is the ability to generate fresh unique and appropriate ideas that can
be use as solution to communication problem
 THE CREATIVE PROCESS
To understand the creative process it is essential that the different avenues
and steps of this maybe identify and understood there are five different steps in the effort
of the creative process:
• IMMERSION This tantamount to gathering raw material information through
background research and immersing yourself in the problem.
• DIGESTION -- This means taking the information, working with it and thinking about it
in the mind.
• INCUBATION This step helps you to put the problem out of your conscious mind
and putting the information to do the work.
• ILLUMINATION As a result of first three steps the birth of an idea takes place.
• VERIFICATION Basically the purpose of this step is to study the idea to see if its
still looks good or solve the problem and subsequently shaping the idea for practical
benefit.
 Why creative Advertisement ?
1) Memorable Ads
• The purpose of an ad is to interest potential customers in your product
and service, and to get them to remember you. A creative ad sticks out
and increases the likelihood that a customer will recall information about
your company.
• Vodafone used hutch dog and zusu as an advertising gimmick.
2) Impressing Customers
• Your advertising should demonstrate that you can provide worthy
content and enjoyment to clients who want to entertain their
guests or draw attention to their own products and services.
 Why creative Advertisement ?
3) Likeability
• Creative advertising makes your company likeable, and this
likeability is an important marketing tool.
• Think small campaign by Volkswagen
4) Budget
• A creative advertising idea often doesn't cost any more than a
dull one, and it can bring in considerably more return for your
money.
• 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 color palette is
original, or their music is memorable.
ARTISTIC
• As a result, consumers often view the ads as VALUE
almost a piece of art rather than a blatant
sales pitch.
 Use of creativity differs by category
• In categories ,cola and coffee - advertisers and customers favor higher levels
of creativity whereas in shampoo, body care, and facial care, campaigns
focus on showing the actual use of the product, albeit in an idealized
environment.
• One reason could be that it is still important in certain categories to deliver
factual proof points of performance features.
• When products are functional and oriented toward clear consumer goals
(cleaning garments with detergents, protecting skin with body lotion),
unorthodox approaches are less preferred.
• In contrast, 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.
• There are differences of opinion about the role
and importance of creativity in advertising and
marketing.
• Managers tend to value “effectiveness,” usually
measured by changes in awareness levels or in
market sales, whereas creative people
generally have a low regard for these kinds of
measures. Creative
• A great advertising need creativity is necessary
for effectiveness and that it is this that “pushes
Effective
the message into viewers’ minds” Ad
• At annual global Cannes Lions International
Festival of Creativity Indian Ad Advertising
agency Ogilvy India bagged a Grand Prix in
the Creative Effectiveness Lions category for
its ‘Healthy Hands Chalksticks’ for ITC Ltd
owned soap brand Savlon.
WHEN IT
WORKS
&
WHEN IT
DOESN'T
Who decides Creativity in Ads?
• The reaction of the target audience to advertising is the easiest way to
measure creativity, no need to identify experts, as any member of the target
audience is an “appropriate judge”.
• Expert Opinion – ‘Expert Opinion Creative Ability Profile Scale’ of their own
devising. This comprised ten 7-interval rating scales, designed to measure
creative ability.
• Pioneer in the field - Ellis Paul Torrance developed the Torrance Tests of
Creative Thinking (TTCT), a battery of measures used to assess individuals’
capacity for divergent thinking in the business world and in education.
 • Fluency - number of relevant ideas
TTCT proposed in response to a given
question
• Originality - measures how
FLUENCY
uncommon or unique the
responses are
ORIGINALITY
• Elaboration - amount of detail
ASTRACTNESS
given in a response
• abstractness - measures the
degree to which a slogan or a
FLEXIBILITY RESISTANCE word moves beyond being a label
for something concrete.
• Resistance to premature closure
ELOBORATION measures the ability to consider a
variety of factors when processing
information.
Originality
surprising visualization of the inside of a vending machine in the Coca-Cola commercial
“Happiness Factory.”
INDIAN ADVERTISING
A Joint Account proposal by Union Bank.
• Soon after World War II. the price of ghee
soared beyond reach of the common man.
Fortunately, food technologist had
developed the lower priced vanaspati,
which resembled the color and texture of
ghee. But house wives were reluctant to
feed their families an ‘artificial' substitute for
the real thing.
• To overcome this block, motivators coined
the theme: Mothers who care use Dalda'
(Mamta ki Kasauti pe khada).
• This emotional approach generated mass
demand, particularly as it was expressed in
the language of the people. An early
example of an advertiser approaching the
Indian public in a familiar tone of voice
This is a well conceived ad.
A great technique employed by naukri.com!
CREATIVE TVC ADS
THANK YOU