PRESENTATION ON

CREATIVITY IN
ADVERTISING
 GROUP MEMBERS

OMER BIN ZAHID(GROUP LEADER)

SYEDAH MARIA BOKHARI
ASIM WAHAB KHAN
HAMZA NISAR
ARWA MAZHAR
TANZEEL-UR-REHMAN
JIBRAN AHMED
WHAT IS CREATIVITY ?
THEORETICAL DEFINITION

The ability to generate fresh, unique and

appropriate ideas to solve problems.

Creative Concept

A big idea that is original, supports the ad strategy

and dramatizes the selling point.
HOW PEOPLE IN THE ADVERTISING AND
MARKETING WORLD DEFINE CREATIVITY

• Advertising agency’s view

Shamshad Mirza,
Director, Manhattan, Leo Burnett

• The media planner’s view

Arif Mumtaz,
Senior Media Planner, Mind Share

• The brand manager’s view

Tazeen Kazi,
Assistant Brand Manager-Energile, Unilever
IMPORTANCE OF CREATIVITY

Often central to success of a product

Helps to differentiate products.
Should complement the objectives set by
the company but not overwhelm the
message.
 ROI MODEL

Relevance:
Advertising tries to deliver the right message to the
right person at the right time.
Originality:
One of a kind – never thought of before – fresh –
unexpected – unusual.
Impact:
The effect that a message has on an audience.
ADVERTISING: THREE POWERS

Stopping Power (Attention)

Pulling Power (Interest & Relevance)

Locking power (Memorablility)

STAGES IN THE CREATIVE PROCESS

Ideation

Immersion Brain fog

Illumination Incubation
Immersion
Read, Research and learn everything you can
About the Problem.

Ideation
Look at the problem from every Angle; develop ideas,
generate As many alternatives as possible.

Brainfog
You may hit a blank wall and want to give up.
Incubation

Try to put your conscious mind to rest To let

your subconscious take over.

Illumination

Unexpected moment when the idea comes, often

at the least expected time.
ASPECTS OF AN AD
TWO BROAD CATEGORIES

1. VISUALS

2. SOUNDS
 VISUALS

Why use visuals?

•Audience is unfamiliar with the subject.

•Information is clogged with number or detailed information.

•Deal with abstract processes.

Most humans absorb more than 80 percent of what

they learn through the sense of sight…
 ELEMENTS OF VISUALS

• Props
• Media graphics
• Location
• Models
• Colors
• Sets
• Production techniques
 COLOR

CONVEY A MOOD

IMPORTANT PART OF BRAND IMAGE

BLUE & GREEN ~ COOL, REFLECTIVE, INTELLECTUAL

(STANDARD CHARTERED, INTEL, IBM, NESTLE,
SAMSUNG)

YELLOW & RED ~ WARMTH, ATTENTION GETTING

POWER (SUPREME, JAZZ)

BLACK ~ POWER, ELEGANCE

 SOUNDS (MUSIC & JINGLES)

THE 20TH CENTURY'S TOP 5

COMMERCIAL JINGLES

1: You Deserve A Break Today (McDonald's)

2: Be All That You Can Be (U.S. Army)
3: Pepsi-Cola Hits The Spot (Pepsi-Cola)
4: Mmm Mmm Good! (Campbell Soup)
5: See The USA In Your Chevrolet (GM)
CHARACTERISTICS
OF A CREATIVE AD
 LEO BURNETT’S FIVE
CREATIVE FEATURES

Single Minded Focus

Concept consumers can relate to
Distinctiveness
Total communication
Addressing objectives
addicted
GUIDELINES TO MAKE
AD EFFECTIVE
 UNILEVER’S ABC

A: Attention
B: Branding
C: Communication
D: Distant
E: Engaging
 BBC FILM (3 POINTS)

Conduct a survey and find a slice of life

in the target market

Transforming that Slice of life into an

image

Using a Celebrity in the ad

APPEALS AS TOOLS
OF CREATIVITY
 ADVERTISING APPEALS

Basis or approach used in the advertisement to

elicit some consumer response or to influence
their feelings toward the product, service, or
cause.
TYPES OF ADVERTISING APPEALS

INFORMATIONAL/RATIONAL APPEALS

EMOTIONAL APPEALS

MORAL APPEALS
MOST COMMONLY USED APPEALS

Humor appeal
Sex appeal
Fear appeal
Love
Slice of life
 CREATIVE
STRATEGIES
 CREATIVE
MESSAGE STRATEGIES

Pre-emptive
USP
Brand Image
Positioning
Resonance
Anomalous/Affective
ELECTRONIC MEDIA
ELECTRONIC MEDIA (TELEVISION)

Principle
Television commercials should be
intriguing as well as intrusive.

Message Strategy
• Action and Motion.
• Story Telling – Slice of Life.
• Emotion.
• Demonstration.
• Sight and Sound.
Rules of Thumb for producing TV Ads

Gain the Viewers interest at the beginning.

Look for a key visual.
Be Single-minded.
Observe the rules of good editing.
Show the products close-up at the end.
 ELECTRONIC MEDIA
RADIO

Message Strategy

• Music and Sound Effects – build a commercial around a

sound or use no sound effects.
• Go for 60 second spots.
• Beware of comedy.
• Keep message simple – simple jingle; higher memorability.
• Tailor the commercial to time, place, specific audience –
use vernacular.
PRINT MEDIA
 PRINT MEDIA

Principle
• When in doubt – delete.

Message Strategy
• Use Headlines.
• Pay particular attention to the layout.
• Make use of design principles.
i. Gutenberg Diagonal.
ii. Use Contrast.
iii. Optical Center.
iv. Color.
v. Illustrations v.s. Photos.
                              

Creations to drink, see and be moved

 
 
                           

                                                                                                                   
 
                                                           

Ralph Lauren’s - Romance

                                                                                                                                                                     
Schema of Presentation
by Adnan Bashir
                                                                 
                                                                       
                                                                 
 OUTDOOR
ADVERTISING
 BILLBOARDS / HOARDINGS

Principle
Message must be delivered with quick impact.

Message Strategy
Primarily Pictorial and Symbolic.
Type Designed artistically for impact.
 Billboards

 
     
                                                        
 
     

 
                                                        

                                                                                                                                                                   
 CREATIVITY
VS.
EFFECTIVENESS
 EFFECTIVENESS DEFINED

Effectiveness has been Defined and

Measured In a number of ways:
1. Sales at Market Place
2. Getting the Desired Message across
to the Target Audience

3. The Extent to Which the Ad Helps

achieve the Desired Objectives and
 WHICH IS MORE IMPORTANT

An Ideal Situation would be If the Ad is Both

Effective and Creative
Creativity keeps the Audience Interested and
Might Increase their Retention, but…….
An Ad that is Creative yet Ineffective is of Little
use…
But an Ad that is Effective without being Creative
is Still Useful….
 A HIGHLY CREATIVE, YET
INEFFECTIVE AD
VAMPIRE CREATIVITY

1) Takes a lot of effort and money

2) Does not get the Message Across
3) Fails to Appeal to the Audience
Preference
4) Fails to Position the Product
effectively
 EFFECTIVE, BUT NOT A
HIGHLY CREATIVE AD

1) It is Cost Effective.
2) It Gets the Message Across
Effectively
3) Influences the Target Market
4) Makes use of Good Visuals
A CREATIVE AND EFFECTIVE AD

1) Has a two way effect

2) Appeals to the target audience
3) Positions the product effectively
4) Makes use of various theories
 AN EXCEPTION

Generally, Effectiveness is given more

importance but…..

There is an EXCEPTION to this Rule which

is…………………

When The Ad itself is The Product

LAST WORD: IS CREATIVITY AND
EFFECTIVENESS EVERYTHING.

Remember That Advertising is Only The Tip of

the Iceberg.

It Does not Matter how Good Your Ad is if it is

not Backed by a Developed Marketing Network.

You can Sell People What They do not Need, but

you Cannot Sell Them What They Don’t Like
 "A great ad campaign will make a bad product
fail faster. It will get more people to know it's
bad."
- William Bernbach, quoted in Bill Bernbach said . . .
(1989), DDB Needham Worldwide.

"We want consumers to say, 'That's a hell of a

product' instead of, 'That's a hell of an ad.'"
- Leo Burnett, quoted in 100 LEO's, Chicago, IL:
Leo Burnett Company, p. 14.