Creativity in advertisement

INTRODUCTION

“CREATIVITY IS SEEING SOMETHING NEW WHEN YOU LOOK AT SOMETHING OLD; IT IS ALL HEART OF CIVILIZATION AND IS THE DRIVING FORCE OF REVOLUTION.” - DAVID OGILVY.

IT IS AN ACCEPTED FACT THAT THERE SHOULD BE AN ELEMENT OF CREATIVITY IN AN ADVERTISEMENT. THIS CREATIVITY IS SOMETHING NEW, UNIQUE, EXTREME ATTRACTIVE AND APPEALING TO THE CONSUMERS

FACTS OF CREATIVITY IN ADVERTISING

•Creative advertising needs to imaginative, intelligent, sharp, to the point and extremely catchy. It must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. According to

•Albert Wesley, “Creativity is the ability to develop new useful ideas that produce desired results.”

CREATIVE ADS

IMPACT OF CREATIVE ADVERTISING

• It creates quick demand for a newly introduced product.

• It creates awareness about the product in the mind of prospects.  

• Creative advertising creates desire and motivates consumers to purchase the product.

• Creative advertising makes consumers conscious of their needs.

PROCESS OF CREATIVITY

Define the problem

Detailed study of the problem

Verification of New IdeaConcrete follow-up actions

CREATIVE STRATEGY

Creative strategy is smooth and free from crowding. It provides advertisement theme to every advertising campaign. Creativity in advertising must be discipline creativity. By translating ideas and impressions into pleasant advertising message, each advertising man gains personal satisfaction and creates enjoyment for those who come in contact with the results.

ASPECTS OF CREATIVE STRATEGY

Advertising objective

Target audience

Creative promises

Supportive claim

Creative style

FOUNDATION OF CREATIVE IDEAS

Imagination and Experience

Watch Competitors

Collection of facts

Constraints and Opportunities

CREATIVE AUDIO ADVERTISING

As seen many advertisings on the media like TV, internet, etc which

are the combination of the visual + audio or only visual advertisings.

Visual advertising has good action on our mind because we can see

the overall procedure and can understand it better and faster than

the audio advertisings. But there are such advertisings in the radio

and as well as in the television which were successful due to the

effective audio work i.e. jingle or signature tune.

COLOURS IN ADVERTISING

The advertisings agency had also focus on the colour theme. It had a psychological effect on the mind of the viewers. Every colour had its own meaning in itself and viewers too agree with it. From childhood we are taught that white is a colour of peace, saffron is a colour of sacrifice, red is a colour of violence or anger, etc. and we adopt it in our day to day life. Nowadays, advertisings are also using the colour theme.

CREATIVITY ON THE PARTICULAR DAY

CASE OF DNA

CONCLUSION

On doing advertising detailed research study on the topic, I can now conclude that creative advertising plays an indispensable part in the success achievement of any business or organization. Creativity plays advertising vital role in modeling, manipulation and creation of great advertising. Recent examples are the Hindustan lever limited and cococola that spent more than 50% of their budget towards advertisements. Below are the big spenders on the advertisement which show the importance of advertising.

12-15

12-16