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Q.

Creative Advertising: - when its works and when

it doesn’t work with

examples. Ans. Creativity is the act of turning new and imaginative ideas into reality.

Creativity

is characterised by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to

generate solutions. Creativity involves two processes: thinking, then producing. have ideas, but don’t act on them, you are imaginative but not creative.

If you

Advertising has a very important and vital role in the image building and marketing of products and or services in this rapidly changing competitive world. In this lecture we will explain thecreativity in advertising, its meaning aspects and different steps in the creative process. Will also explore the concept of research along with how to create major selling ideas and style of selling. This will help in understanding various creative stages and their importance.

Creativity in Advertisement

Creativity at the heart of everything we do our ability to transform strategic thinking into ideas enables us to develop creative communications that work in the market whether it is print, radio or television add, a corporate broacher or an annual report creativity makes our work standout. Creativity means being novel and appropriate. It is the ability to generate fresh unique and appropriate ideas that can be use as solution to communicate problem.

Advertising is how a company encourages people to buy their products, services or ideas. An advertisement or Ad is anything that draws good attention towards these things. It is usually designed by an identified sponsor, and performed through a variety of media. Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities. They try to get people to buy their products, by showing them the good rather than bad of their products.

When you ask a professional in the business what is the key to success in advertising, and you’ll most likely get an answer that nothing is more efficient than creative

advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community faster.

But are creative ads more effective in inspiring people to buy products than ads that simply catalogue product attributes or benefits. Numerous laboratory experiments have found that creative messages get more attention and lead to positive attitudes about the products being marketed, but there’s no firm evidence that shows how those messages influence purchase behavior. Similarly, there is remarkably little empirical research that ties creative messaging to actual sales revenues. Because product and brand managers—and the agencies pitching to them—have lacked a systematic way to assess the effectiveness of their ads, creative advertising has been a crapshoot.

Drawing on research in communications psychology, we have developed a consumer survey approach for measuring perceived creativity along five dimensions. We applied this approach in a study of 437 TV advertising campaigns for 90 fast-moving consumer goods brands in Germany from January 2005 to October 2010. We asked a panel of trained consumer ratters to assess the creativity of the ads, and we examined the relationships between their perceptions and sales figures for the products. All the product categories we studied—body lotion, chewing gum, coffee, cola and lemonade, detergent, facial care, shampoo, shavers, and yogurt—are highly competitive and invest heavily in advertising.

Our findings confirm the conventional wisdom that creativity matters: Overall, more- creative campaigns were more effective—considerably so. We also found that certain dimensions of creativity are more effective than others in influencing purchasing behavior—and that many companies focus on the wrong dimensions in their campaigns. Moreover, we believe that by tailoring the survey model to reflect the cultural preferences and triggers of consumers in different geographic markets, companies the world over can dramatically improve their ability to predict the likely effectiveness of their creative ads and thus make smarter investments.

The Challenge with Facebook Ads

On Facebook, users are there to check in on their social lives, which mean that the element of disruption comes into play. Your ads now need to be louder and grab the attention of a user so they stop doing what they had initially set out to do on Facebook, and change their course of action to pay attention to your ad. And for Facebook advertisers, that's a big challenge.

That's why it's even more important to keep those best practices of relevance, calls-to- action, and value proposition in mind, in addition to the distraction factor, when creating Facebook ads.

Example 1 – Samsung Mobile

The Challenge with Facebook Ads On Facebook, users are there to check in on their social

Relevance: This ad was shown to an online marketer in their mid-20s, so the targeting could be a bit tighter perhaps by additionally targeting phone interests, but Samsung seems to be casting a wider net with this ad.

Value Proposition: There is a great value proposition here, as not only will Samsung take your old phone off your hands for you, but they will also give you $300 toward the purchase of a new phone.

Call-to-Action: The call-to-action here appears to be the flow of the entire ad. Trade in your old phone for $300 toward the new Samsung S III, targeting users who are further down the funnel and looking for either a new cell phone or specifically a new Samsung phone.

Disruption Factor: The disruption here is a combination of the visual and $300. There are 4 phones featured in the image with bright colors to draw the eye, and then an immediate call-out of $300, which attracts users to the value.

Example 2 - Havells – Fanning simple thoughts!

Ever watched Sprite or Mentos Ads – Aren’t they like dimaag ki batti gul ads? They’re a bit too complicated for everybody to understand at the very first screening of the ad itself. In fact, here we’ve a simple and single-minded commercial which connects with the consumers with its straightforward communication to use Havell’s fans.

In a series of commercials, Havell’s have portrayed different situations where the protagonist uses whatever they find to fan themselves out of the hot weather conditions. This act is immediately followed by protests saying a lot of efforts have gone in creating the object that is being used as a make-shift fan by the protagonist.