Академический Документы
Профессиональный Документы
Культура Документы
Nazia Choudhury
Lecturer
School of Business
ULAB
Advertising Creativity
2
Determinants of Creativity
• Advertising creativity: ability to generate fresh, unique, and
appropriate or relevant ideas that can be used as solutions to
communication problem
• Two central determinants of creativity: divergence and
relevance
• Divergence: extent to which an ad contains elements that are
novel, different, or unusual
1. Originality: rare, surprising, or move away from the obvious
and commonplace
2. Flexibility: different ideas or switch from one perspective to
another
3. Elaboration: unexpected details or finish and extend basic ideas
4. Synthesis: combine, connect, or blend normally unrelated
objects or ideas
5. Artistic value: artistic verbal impressions or attractive shapes 3
and color
4
Determinants of Creativity
• Relevance: reflects the degree to
which the various elements of the ad
are meaningful, useful, or valuable
to the consumer
1. Ad-to-consumer: relevance refers to
situations where the ad contains
execution elements that are
meaningful to consumers
2. Brand-to-consumers: relevance refers
to situations where the advertised
brand of a product or service is of
personal interest to consumers
5
Planning Creative Strategy
Creative personnel
6
7
Young’s Creative Process Model
Get raw material and data, and immerse
Immersion
yourself in the problem
1. Preparation 2. Incubation
Gathering Develop Ideas
Information
The
Creative
Process
4. Verification 3. Illumination
Refining Seeing the
the Idea Solution
9
Input: Preparation, Incubation, Illumination
• Background Research
• Reading: books, trade publications, general interest articles, research
reports
• Asking for product info: designers, engineers, salespeople and
consumers
• Listening to what people are talking about: visit to stores, malls,
restaurants
• Using the product or service
• Working in and learning about the client’s business to understand better
the people you’re trying to reach
• Product/Service Specific Research
• Problem detection
• Qualitative Research
• Focus groups
• Ethnographic research 10
Input: Verification and Revision
Evaluate ideas
13
Advertising Campaign
Integrated
Interrelated Coordinated
Marketing Communication
Activities
Centered on a Theme or
In Different Media Idea Over a Time Period
14
Some of the Best Advertising Slogans
• McDonalds – “I’m Lovin’ It”
• KFC – “Finger Lickin’ Good”
• Kit Kat – “Have a Break, Have a Kit Kat”
• L’Oreal – “Because You’re Worth It”
• Nike – “Just Do It”
• HSBC – “The World’s Local Bank”
• MasterCard – “For Everything Else, There’s MasterCard”
• Jaguar – “Grace, Space, Pace”
• Panasonic – “Ideas for Life”
• Google – “Don’t be Evil”
• Apple – “Think Different” 15
Creative Brief Outline
• 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 (campaign theme, appeal,
and execution technique to be used)
• Supporting information and requirements
16
Model of Marketing Information Flow
(from marketing manager to creative staff)
Knowledge
of vital
marketing
information
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff 17
with agency
Developing the Major Selling Idea
Four Best-Known
Approaches for Seeking
the Major Idea
Strong &
Benefit Unique
Powerful
19
Inherent Drama
20
Positioning
21
The Only Rule in Advertising