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CREATIVITY

IN

ADVERTISING

The ability to generate fresh, unique and appropriate ideas to solve problems.

A big idea that is original, supports the ad strategy and dramatizes the selling point.

Interviews
Advertising agencys view Shamshad Mirza, Director, Manhattan, Leo Burnett The brand managers view Tazeen Kazi, Brand Manager-Energile, Unilever Piyush Pandey Director O&M

Creativity Montage

Attention : Try to grab attention in the


first 5 seconds.

Airtel

Branding: The brand should appear


3-4 times during the commercial and should reflect the brand based communication , persona , promise , target market , USP , consumer insight, reason to believe or emotions.
B

Communication : Message should be


clear and not cobwebbed into too many ideas. Surf

Distinct : It has to have a USP something


different which makes it stand out.

Engage: Direct-response advertising


provides some kind of an offer , or a number for future connection that engages customers.

bru

Addressing marketing goals.


Concept consumers can relate to. Distinct

Total Communication
Single Minded Focus

Consumer Insight
Transformation into an image. Celebrity endorsement.

Video

The 40-40-20 Success Rule

40% focus should be on offer 40% focus should be on list 20% focus should be on creativity

2. How to make print ads Creative Choose one dragon. Dont just decorate. Use maximum visuals. Use Appeals Use Colors Stand Out Make Ads Humorous Focus on customer not products. Draw a Connection Keep It Short And Simple (K.I.S.S) Use Emotions

3.Use of 3D Technology

90 -95% visual Only 5 10% Headline, Caption or Copy IMC to be adhered to Details may only be shown if net OTC is high All other basic rules of creativity to be followed.

Gross OTS x Visibility Index = Net OTS

Gross OTS: Number of people passing through the sight daily . Visibility Index: Location 0.5 + Size 0. 3 + Height 0.2

CREATIVITY
IN

ADVERTISING
DAY 2

MARKETING IMPLICATIONS

1. EXTRINSIC CUES ARE MORE IMPORTANT

THAN INTRINSIC CUES 2. OEDEPUS COMPLEX 3. ELECTRA COMPLEX 4. SUBLIMATION 5. FETISHISM 6. BRAND PERSONA 7. BRAND GEOGRAPHY 8. ANIMATION/CARTOONS 9. THRILLERS

Sublimation

Visual & Sound


Props : Using things like planes , ships , cars , heavy equipment etc to capture attention. Normally very expensive technique. Production Techniques Media Graphics Models Colors Locations

Simplicity

Ad Cracker
Video

Fascinating Face