Unlocking Creativity in Advertising: Strategies and Process Explained
Exploring the significance of creativity in advertising, this content illustrates the innovative capacity in creating impactful campaigns. It covers the importance of fresh ideas, market development, brand loyalty, and the creative process involved in crafting compelling advertisements. From understanding buying motives to visualizing techniques, the guide offers insights into enhancing brand image and gaining a competitive edge through creativity.
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Presentation Transcript
Advertising SEM IV Module III DR. Jayashri Kulkarni
Creativity in Advertising Meaning Creativity is innovative ability Capacity to create something new Jest of advertising
Importance--creativity Innovation Fresh, new ideas Creates need, demand Creates, develops market Top of mind awareness Information Persuasion Positive attitude
Importancecreativity contd. Enhances brand image Helps to stand dift. Competitive advantage Enhances brand loyalty
Creative process Study product -- Collect information market, competitors brands etc., profile of customers, buying motives, psychological aspect Experience the product Decide objective of Advertisement-- Conceptualise ideas---Visualisation using proper techniques Analyse the ideas--- Short listing the ideas--- Drafting an idea--- Production of AD---
Creative brief Instructions given by the AD agency to its creative team to secure an Account/ client Road map given to Ad agency to come up with innovative and persuasive ads Manu../govt/ advertiser-------.Ad agency creative team---- drafting of advt .ad agency---client
Process-- Assignment from the client Use / experience the product List down the details Develop single minded proposition Plan the content of the Brief Simplify the brief Feedback from the creative director Clients approval Presentation of brief
Visualisation: Techniques A process of creating a mental image. Techniques : Analysis of competitors Ads Brain storming: discussion Story construction Divergent thinking Rough Layout Observation Attribute listing Meditation Juxta position
Buying Motives Motive-----Urge in the mind---strong desire. Reason behind buying.---emotional reason creates artificial requirement. Health, hygiene Fashion/ craze/trend Festival relaxation, enjoyment Novelty Dignity/ status
Buying Motives-- Fear Security Attraction Jealousy/ competitive spirit Love/ affection Saving/ economy/ greed Curiosity Habit Hobby
Selling Points Features of product/ service: Design, color, shape, size, promptness, quality, pleasure Design Quality Price Variety Reputation Long history Package Technology Guaranty/ warranty ASS Promptness/ efficiency Comfort/ convenience
USPUnique Selling Preposition Selective/ unique:
Sales appeals Positive Vs. Negative Emotional Vs. Rational
Endorsers--- Person / authority suggesting a product Types : Celebrity : actors, actress/ sportsmen/singers/ dancers Professionals :lawyers, Dr., Teachers/ professors/Tax Consultant Loyal Customers : Views Models : Radio/ TV announcers : Co. executives : Common People : Cartoon/ animated characters Trade characters
Celebrity as a source of endorsement Advantages: Popularity Image: brand personality Goodwill Reliability/ credibility increases Sale increases Profit increases Psychological impact imitate Brand equity, loyalty
Celebrity as a source of endorsement Demerits Less popular Expensive All the audience may not have influence Distraction No guaranty of Quality False image Unethical advertising
High involvement product--HIP High priced Long process of taking decision High budget Needs planning Durable products : real estate, AC, furniture Shopping goods Model: Awareness----------Interest/Desire------------Action Cognitive-------------Affective-------------------Conative
Low Involvement products: LIP Low priced No planning No budget as such On the spot decision Impulse product: FMCG Model: Awareness----------Action----------------Interest/Desire Cognitive-------------- Conative-------------Affective
Distinction HIP LIP High price Durable /Luxurious products Popular personalities Brand ambassadors Upper class/ upper middle Less frequent ads High status to users More time in decision Low price FMCG Distinct personalities Brand ambassadors Both upper and Poor class High frequency ads No consideration of status of users No much time spent on choice
Questions What is creativity? Explain the procedure involved in creative Advertising. Write a note on creative brief.
