Advertising Ppt

Creativity and advertising

CREATIVITY the word create denoted originating or

conceiving an idea or thing that did not exist before.

Creativity refers to the generation and presentations

of novel ideas – differently & innovatively across the

target audience

Therefore , creativity refers to eye catching illustration that can create good recall value.

Creativity and advertisingAdvertising that people like and that wins award

is vary satisfying, but advertising that sells the product is much better.

Creativity must be harmonized with every element of advertising to achieve the final goal.

Advertising creativity is the ability to generate fresh, unique & appropriate ideas that can be used as solution to communication problem.

Many agencies view a creative advertising message as one idea & uses excellent design & execution to communicate the interest to target audience.

Creative people in advertising agencies i.e. copywriters & art directors believe that creativity is necessary for effectiveness since it can push the message in into viewers mind.

But there is also a negative opinion about creativity in advertising. According to critics these are costly and time consuming.

Despite these criticism, creativity is still considered as the most important element of advertising business because it is almost impossible to get consumers attention with common-place advertisements.

A creative advertisement by Fevicol

Creative strategy• A creative strategy is an outline of what

message should be conveyed, to whom and with what tone.

• Creative strategy is a policy or guiding principle that specifies the general nature and character of message to be designed – Fazer

* Strategy is the means that are selected to achieve the desired audience effect over the term of campaign.

Planning creative strategyThose who work on creative side of advertising

often face a lot of challenges.

They must take all the research ,creative briefs strategy statements, communication objectives and often inputs & transforms them into an advertising message, which should effectively communicate the central theme on which the product is based rather than simply stating the features or benefits of the product.

They must put the advertising message into a form that will engage the audiences interest & makes ads memorable.

Creative advertisement must include……

1) Product/services:While portraying the product, the target

audience must understand that this product is exclusively meant to satisfy their needs and wants.

The advertisement should not be complicated since it will confuse & mislead the target audience.

2) Must contain a powerful idea: The campaign must have a powerful idea

and revolve around product to target audience. The idea should be able to attract target group.

Eg: “the fishing advertisement” by FEVI KWIK

3)Creating unexpected import: Normally audience will give attention to

those advertisements that show unexpected wants are abnormal in nature

Eg: PEPSI advertisement which shows football match

between “ sumo wrestlers ” and “soccer players”

4) Should focus on central theme ( facilitating differentiation):

The advertisement must have a central theme and appeal that delivers a message to the target audience.

Eg: “wherever you go, our network follows” by HUTCH

5). Satisfies subliminal desires of the target audience:

Each commercial ad should have a context that focuses on satisfying the subliminal desire of potential customer.

Eg: Lux soap portrays celebrities and beauty queens to make the target group to feel the glamour.

Some successful advertising campaigns:Company or brand Campaign theme

1) DeBeers Diamonds are forever

2) Nike Just do it

3) Coca cola The pause that refreshes

4) Amul Taste of india

5) Colgate The ring of confidence

6) BPL Believes in the best

7) Onida Neighbours envy, owner’s pride

While some marketers often change their campaign themes, a successful campaign theme may last for yearsEg: BMW has used the theme “ultimate driving machine” since 1974

Creativity process:The creativity process has five steps: (Young’s)

1) Immersion: Put yourself in the problem-gathering information through background research.

2) Digestion: Do your homework, thinking, rethinking- take the information and work it out.

3) Incubation: Putting the problem out of your conscious

mind & turning the information over to

your subconscious mind.

4) Illumination: Birth of a new idea.

5) Reality or Verification: Refine & polish the idea for

improvement

Elements of creative strategy:Copy platform specifies the basic element of

creative strategy.

Different agencies call this platform with different names. Some call it as creative blueprint while others call it as work plan.

It is the job of an account executive or a manager in the ad agency who usually prepares a copy platform.

The ad manager or the marketing manager on the client side approves the copy platform.

The following are the contents of a copy platform:

A)The issue that advertising must addressB)Advertising & communication objectivesC)Major selling ideaD)Target audienceE)Creative strategy

1) The issue which the advertising must address:

When a particular commercial is prepared, it should contain the basic problem communicated to the target group.

The fairness cream communicate the problem to cure pimples darkness and providing glowing fairness Eg: Fair & Lovely , No Marks cream

2) Advertising & communication objectives:

(key benefits the message need to communicate)

The ad should fulfill both advertising and communication objectives.

ie.,providing maximum awareness as well as maximum reach

Eg: Most of the companies in FMCG sector rely on broader media for maximum reach and awareness.

3) Target audience:The ad should be prepared to focus on the

target audience

Eg: “Johnson & Johnson” products are directly

targeted towards infants but indirectly towards

mothers.

“Raymonds-a complete man” is targeted towards

business executives.

4) Major selling idea:

The ad should contain the content that ought to convey the benefits offered by the product to the target group.

Eg: “santro” communicates the benefits offered to the

target group such as – a) Affordable price b) Spacious interior c) Ease of parking

5) Creative strategy:

It includes the message theme and message appeal.

Eg: “Bajaj” communicates its service to the nation and

how it respects the culture of the country through

emotional appeal “Hamara bajaj”

Creative strategies:1) Weak strategies: Weak strategies focuses on the product

attributions, features and benefits. It enhances the product in no other way.

[generic- gives a product attribution pre- emptive – it makes generic claim

stronger}2) Middle strength strategies: These strategies aims at positioning the

product in the mind of the target audience and thereby attempting to create a brand image.

[positioning & brand image]

3) Strong strategies:These are the strategies that make the people

feel really good about the product.{affective ]These strategies helps in resonating people

with the advertised product.[resonance- is way of identifying with customer ]

Creative strategy implementation:

Creative strategy is implemented by communicating the central idea of the advertisement by using various appeals for attracting the attention of the target audience.

The various appeals that can be used are:1) Fear appeal:Eg: used in various advertisements related to

insurance

2) Humor appeal:Eg: chloromint advertisement “dubara math poochna”

3) Sex appeal:Eg: advertisement’s of various deo’s such as

Axe, wild stone

Role of creativity in advertising:Creativity helps advertising in –A) Creativity helps advertising INFORMCreative work makes ads more vivid and vividness attract

attention and create interest and stimulate thinking.

B) Creativity helps advertising PERSUADE Creative help in positioning the products on consumer

mind and it create impression and when such impression spread through market the product perceived value increase.

C) Creativity helps advertising REMIND Creativity can transform your boring reminder in to

interesting .

THANK YOU