Final 2

Study on Creativity in
Advertising
Chapter 1
Introduction and Research Methodology
1.1 Introduction
Advertising is a form of communication intended to persuade an audience (viewers,

readers or listeners) to purchase or take some action upon products, ideas, or services.
It includes the name of a product or service and how that product or service could
benefit the consumer, to persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by sponsors and viewed via
various media. Advertising can also serve to communicate an idea to a large number
of people in an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of

their products or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the minds
of consumers. Non-commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Non profit organizations may rely on free
modes of persuasion, such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries. Mass media can be defined as any media meant to reach a mass
amount of people. Different types of media can be used to deliver these messages,
including traditional media such as newspapers, magazines, television, radio, outdoor
or direct mail; or new media such as websites and text messages.
Advertising is nothing but selling ideas. Creative thinking is the sound ground where
one can reap a rich harvest of ideas. The creative part of advertising is what comes
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before the potential customers and it is here that the fate of the campaign and
consequently of the product sold could be decided.
1.2 Objectives
1. The organization benefits from the advertisement campaign.

2. To study steps to attract customers of competitors.
3. To study different ways in which advertising can be made creative.
4. To find steps taken by companies to make their advertisements creative.
1.3 Research Methodology
1.3.1 Collection of data
The research data used is of two types:
Primary data was collected through interviews with respondents. Survey conducted
on 50 people of different age groups, showing their following response on the
particular questions.
Secondary data was collected through magazines, newspapers, websites and books.
1.3.2 Research Instrument
The research instrument used in collecting primary data was a questionnaire. The
questions involved close ended questions. The idea behind including close ended
questions was to obtain answers that are easier to interpret and tabulate.
1.3.3 Making the sampling plan
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After deciding on the research approach and instrument the sampling plan was
decided.
Sampling unit: In this survey the sampling unit were both males and females who
were college going students, employees, housewives.
Sampling size: The total sampling size is fifty people and the sampling method used
is the simple random sampling method.
1.3.4 Research limitation
The study faces limitation with respect to time. The study cannot be generalized as
every individual and company has their own perspective.
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Chapter 2
Overview of Advertising Industry
Advertising industry is a rapidly growing industry and determines to a considerable

extent the GDP or the gross domestic product of any country. The advertising industry
besides functioning as an intermediate between the manufacturers and the customers
plays an important role in the economy of the country. This industry necessitates
investment for funding different resources. One cannot measure the degree of
development by interpretation of inputs in the economy which yields some production.
In the event when consumption levels far exceed than what is reckoned, this is not a
means of triggering or bringing about transformation in the culture, society or
development in human resources or economy. What the time demands is optimum and
efficient execution of advertising projects by involving appropriate technology along
scientific lines.
2.1 Advertising industry-facts:
• Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately 57

countries in terms of economic growth worldwide. This ratio was found to be
unaltered in the years 2005 through 2006.
• It was observed that expenses incurred on advertising in the European countries

exceeded the expenses incurred by United States of America in the year 2005.
• Reports also suggest that the trend of growth in the advertising industry may become
sluggish in 2007, the ratio being 5.6%. This ratio may drop to 5.3% in the year 2008.
2005 through 2008 will see a majority of the emerging markets whose advertising
markets are likely grow as much as USD19.2 billion. On the other hand, the stake in
the global advertising market may escalate from 7.9%- 10.8% during the same period.
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• It is apprehended that the advertising industry which contributed 0.96% towards the
global GDP in the year 2005, is anticipated to escalate to 0.99% in 2008. For more
information on advertising industry one may browse the links given below:
a) On line Advertising Industry
b) Outdoor Advertising Industry
c) Advertising Industry Trends
d) Advertising Industry Report
A. On line Advertising Industry:
It is assumed that by the year 2008, the revenues generated in the Online advertising
industry, as a result of searches, will amount to $5.7 billion. Online advertising
industry is growing by leaps and bounds. The Online advertising industry is reckoned
to improve further in the years to come. Expenses incurred on Online advertising
industry is gradually increasing. Reports suggest that in the year 2003, the Online
advertising industry yielded revenues equal to $1.9 billion, which escalated to $2.3
billion. The year 2007 will be a witness to several alternative means of advertising
other than the conventional tools of marketing.. Online Advertising industry can use
the Internet as a marketing tool for different spheres. Whether an individual wishes to
sell, buy relocate etc, the real estate marketing sites can be accessed. There are several
instances when the Internet can be made an effective marketing instrument.
Trend in the growth of the Online advertising Industry and its impact on the
economy:
Online advertising industry is expected to be stable and manifest an upward trend in

the year 2007. This trend is likely to continue till 2011. The compound annual growth
rate is anticipated to increase by 17.4% during this period( 2007 through 2011) and
touch the $197.11 billion mark. Every industry in the US economy use the Online
advertising tool for marketing products. The different sectors yield revenues and add
to the GDP or the gross domestic product. Online advertising tools can be used in
several sectors as enumerated below:
➢ Banking
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➢ Real Estate
➢ Steel
➢ Mining
➢ Paper
➢ Plastic
➢ Software
➢ Biotechnology
➢ Health Care
➢ Agriculture, etc.
B. Outdoor Advertising Industry
Outdoor advertising industry plays an important role in determining the economy of

any country. Outdoor advertising is a very cost effective way of putting across one's
product to the common people. Statistics have indicated that the growth in the revenue
due to outdoor advertising industry was approximately 5.5 billion in the year 2002.
This sale record in the outdoor advertising market is predicted to go up to around 12.4
billion in the year 2009. Revenues also increased to $298 million in 2002 which
escalated by 9% in the year 2005. It is anticipated that this figure may go up to $324
million in the next few years.
Outdoor advertising industry and employment:
In addition to generating revenue for the country, it also provides employment

facilities to individuals directly associated or indirectly associated with the advertising
industry. It is believed that there will be a decrease in the number of jobs, the job
count going down to 7,600 by 2010. The decline can be attributed to diversification in
other industries. The Gross revenue product or the GRP was found to be $405 million
in the year 2001 and is expected to be $457 million by the year 2010. Statistics also
suggest that the real disposal income in the outdoor advertising industry as in 2001
was $264 million which is likely to rise to $311 million in 2010.
Accessing product information:
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Growth in the economy of United States of America, has accelerated the production of
different products. Every effort is made by the companies to penetrate into the market
by opting for better and efficient marketing tools. Outdoor advertising is a very
effective economic instrument which enables an individual to access critical
information about the new products on the shelf. Outdoor advertising industry also
helps individuals to decide about purchasing products. The outdoor advertisers
comprise of the entertainment industry, lodging, tourism, telecommunications,
amusement, automobile industry etc.
C. Advertising Industry Trends
Advertising Industry trends reflect the dynamics of the advertising industry and its
contribution to the economy of the country. The advertising industry plays a
significant role in contributing to the global GDP or the gross domestic product.
Advertising industry trends suggested that advertising expenses with regard to
magazines in the beginning of 2007 escalated by 7.1% as compared to the first half of
2006. The same period witnessed a decrease in the expenses on magazines dealing
with business articles, reports and business statistics by as much as 5.2%. A survey
conducted on the advertising industry trends also suggested that total amount spent on
advertising pertaining all categories of media registered a reduction by 0.3% in the
first three months of 2007 as compared to the last quarter of the 2006. The advertising
analysis report conducted on advertising industry trends observed that approximately
19.2% was spent on magazines during the first 3 months of 2007.
Advertising industry trends in different media:
Research and analysis carried out in the context of the advertising industry noticed the
following advertising industry trends:
As many as 1,370 magazines were launched in the United States of America and
Canada in the year 2006. The advertising industry report anticipates that another 820
magazines are likely to be launched within 2007. This will take the number of
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magazines to 26,960 by 2007 end. It is apprehended that a decrease is likely to occur

in the number of advertisement pages in the magazines by around 9% between 2006
through 2011. Surfing the Internet for various purposes like shopping on line,
information about a store, searching for information or randomly browsing the net
accounted for approximately 12%, 15%, 22% and 31% respectively.
Studies on advertising industry trends also revealed that people are opting for surfing
the net for commodities on line as compared to the print media. Due to escalation in
the cost of postage in the year 2007, a tendency might set in when the publishers may
opt for the reduction of the size of papers and decrease in paper weight. Consequently,
page volume is likely to go down by 9% by the year 2011.
D. Advertising Industry Report
The Advertising Industry Report suggests that the revenue earned from media as well
as advertising in the United States of America, attained the $13.10 billion mark in the
year 2006. Advertising Industry Report analyzes the trends and the market conditions
pertaining to the advertising industry. Advertising industry reports revolving around
advertising related activities like campaigning, electronic and printed displays,
billboards, shopping malls, retail market etc are all taken into consideration while
working out reports. The contribution of the advertising industry to GDP or the gross
domestic product is also accounted for. The advertising industry report also implies
that as many as 30,000 plus companies operate in the United States of America.
Advertising companies in the industry:
The contribution of these advertising companies towards the yearly revenue sums up
to approximately $60 billion. Omnicom, WPP, Interpublic are some of the reputed
advertising companies operating in America. A segregation prevails in the advertising
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market. Trends in the advertising industry indicates that the as many as 50 companies
which are quite reputed hold around 40% of the market stake. This was an increase by
approximately 4.2% as compared to the revenues earned in the year 2005. The yearly
revenue earned from every employee in the advertisement industry amounts to
$150,000.
Advertising industry reports indicating risks involved in the advertisement

industry:
There are many risks which the advertisement industry is subjected to. The
advertisement industry report throws light on the various types of risks and the
statistical data pertaining to the risks which the advertisement companies have been
subjected to at that point of time. Risks can be of three types, structural risks are the
risks which may be encountered from within the advertisement industry. Growth risk
report provides the probabilities of the risks likely to appear in future. Several factors
like prices of articles, regulations of the government rates of interest and exchange
rates may affect the advertising industry to a considerable extent and these factors
constitute the last risk factor called the sensitivity risk.
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2.2 Creative Advertising Campaign
An advertising campaign is a series of advertisement messages that share a single idea

and theme which make up an integrated marketing communication (IMC). Advertising
campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion

theme as it sets the tone for the individual advertisements and other forms of
marketing communications that will be used. The campaign theme is the central
message that will be communicated in the promotional activities. The campaign
themes are usually developed with the intention of being used for a substantial period
but many of them are short lived due to factors such as being ineffective or market
conditions and/or competition in the marketplace and marketing mix.
Creating an advertising campaign

Whether a marketer employs a professional advertising agency to handle its
advertising campaign or chooses to undertake all advertising tasks on its own, a
successful campaign requires a number of important decisions including:
A. Setting the Advertising Objective

B. Setting the Advertising Budget
C. Selecting Media for Message Delivery
D. Creating a Message
E. Evaluating Campaign Results
For major consumer products companies that spend large sums to promote their
products each of these decisions will be intensely evaluated.
On the other hand, smaller companies with limited budgets may be forced to focus
what little money they have on only one key decision, such as selecting media, and
give less attention to other areas. In either case, knowledge of all advertising campaign
decisions is important and should be well understood by all marketers.
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A. Setting the Advertising Objective
As we noted in the Promotion Decisions tutorial, marketing promotion, which

includes advertising, can be used to address several broad objectives including:
building product awareness, creating interest, providing information, stimulating
demand and reinforcing the brand. To achieve one or more of these objectives,
advertising is used to send a message containing information about some element of
the marketer’s offerings. For example:
Message About Product – Details about the product play a prominent role in
advertising for new and existing products. In fact, a very large percentage of product-
oriented advertising includes some mention of features and benefits offered by the
marketer’s product. Advertising can be used to inform customers of changes that take
place in existing products. For instance, if a beverage company has purchased the
brands of another company resulting in a brand name change, an advertising message
may stress "New Name but Same Great Taste".
Message About Price – Companies that regularly engage in price adjustments, such
as running short term sales (i.e., price markdown), can use advertising to let the
market know of price reductions. Alternatively, advertising can be used to encourage
customers to purchase now before a scheduled price increase takes place.
Message About Other Promotions – Advertising often works hand-in-hand with

other promotional mix items. For instance, special sales promotions, such as contests,
may be announced within an advertisement. Also, advertising can help salespeople
gain access to new accounts if the advertising precedes the salesperson’s attempt to
gain an appointment with a prospective buyer. This may be especially effective for a
company entering a new market where advertising may help reduce the uncertainty a
buyer has about a new company.
Message About Distribution – Within distribution channels, advertising can help

expand channel options for a marketer by making distributors aware of the marketer’s
offerings. Also, advertising can be used to let customers know locations where a
product can be purchased.
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B. Setting the Advertising Budget
Setting an advertising objective is easy, but achieving the objective requires a well-
thought out strategy. One key factor affecting the strategy used to achieve advertising
objectives is how much money an organization has to spend. The funds designated for
advertising make up the advertising budget and it reflects the amount an organization
is willing (i.e., approved by high-level management) to commit to achieve its
advertising objectives.
Organizations use several methods for determining advertising budgets including:
Percentage of Sales – Under this approach advertising spending is set based on either
a percentage of previous sales or a percentage of forecasted sales. For example, an
organization may set next year’s advertising budget at 10% of this year’s sales level.
One problem with this approach is that the budget is based on what has already
happened and not what is expected to occur. If the overall market grows rapidly in the
following year, the 10% level from the previous year may be well below what is
necessary for the company to maintain or increase its market share. Alternatively,
companies may consider allocating advertising funds based on a percentage of
forecasted sales. In this way advertising is viewed as a driver of future sales and
spending on advertising is linked directly to meeting future sales forecasts. However,
since future sales are not guaranteed, the actual percentage spent may be considerably
higher than expected if the sales forecast is greater than what actually occurs.
What is Affordable – Many smaller companies find spending of any kind to be

constraining. In this situation, advertising may be just one of several tightly allocated
spending areas and, thus, the level spent on advertising may vary over time. For these
companies, advertising may only occur when extra funds are available.
Best Guess – Companies entering new markets often lack knowledge of how much
advertising is needed to achieve their objectives. In cases where the market is not well
understood, marketers may rely on their best judgment (i.e., executive’s experience) of
what the advertising budget should be
C. Selecting Media for Message Delivery
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With an objective and a budget in place, the advertising campaign will next need to
focus on developing the message. However, before effort is placed in developing a
message the marketer must first determine which media outlets will be used to deliver
their message since the choice of media outlets guides the type of message that can be
created and how frequently the message will be delivered.
An advertising message can be delivered via a large number of media outlets. These
range from traditional outlets, such as print publications, radio and television, to newly
emerging outlets, such as the Internet and mobile devices. However, each media outlet
possess different characteristics and, thus, offer marketers different advantages and
disadvantages.
The characteristics by which different media outlets can be assessed include the
following seven factors:
• Creative Options
• Creative Cost
• Market Reach of Media
• Message Placement Cost
• Length of Exposure
• Advertising Clutter
• Response Tracking
Selecting Media: Creative Options
An advertisement has the potential to appeal to four senses – sight, sound, smell and
touch. (It should be noted that promotion can also appeal to the sense of taste but
generally these efforts generally fall under the category of sales promotion which we
will discuss in a later tutorial.) However, not all advertising media have the ability to
deliver multi-sensory messages. Traditional radio, for example, is limited to delivering
audio messages while roadside billboards offer only visual appeal. Additionally, some
media may place limits on when particular options can be used. For instance, some
search engines or websites may only accept graphical-style ads, such as images, if
these conform to certain large dimensions and limit small advertising to text-only ads.
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Selecting Media: Creative Costs
The media type chosen to deliver a marketer’s message also impacts the cost of
creating the message. For media outlets that deliver a multi-sensory experience (e.g.,
television and Internet for sight and sound; print publications for sight, touch and
smell) creative cost can be significantly higher than for media targeting a single
sensory experience. But creative costs are also affected by the expectation of quality
for the media that delivers the message. In fact, media outlets may set minimal
production standards for advertisements and reject ads that do not meet these
standards. Television networks, for example, may set high production quality levels
for advertisements they deliver. Achieving these standards requires expensive
equipment and high cost labor, which may not be feasible for small businesses.
Conversely, creating a simple text only Internet advertisement requires very little cost
that almost anyone is capable of creating.
Selecting Media: Market Reach of Media
The number of customers exposed to a single promotional effort within a target market
is considered the reach of a promotion. Some forms of advertising, such as television
advertising, offer an extensive reach, while a single roadside billboard on a lightly
traveled road offers very limited reach.
Market reach can be measured along two dimensions: 1) channels served and, 2)
geographic scope of a media outlet.
Channels Served - This dimension relates to whether a media outlet is effective in

reaching the members within the marketer’s channel of distribution. Channels can be
classified as:
Consumer Channel – Does the media outlet reach the final consumer market targeted
by the marketer?
Trade Channel – Does the media outlet reach a marketer’s channel partners who help
distribute their product?
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Business-to-Business – Does the media outlet reach customers in the business market
targeted by the marketer?
Geographic Scope – This dimension defines the geographic breadth of the channels
served and includes:
International – Does the media outlet have multi-country distribution?
National – Does the media outlet cover an entire country?
Regional – Does the media outlet have distribution across multiple geographic regions
such as counties, states, provinces, territories, etc.?
Local – Does the media outlet primarily serve a limited geographic area?
Individual – Does the media outlet offer individual customer targeting?
Selecting Media: Message Placement Cost
Creative development is one of two major spending considerations for advertising.

The other cost is for media placement; the purchase of ad time, space or location with
media outlets that deliver the message. Advertising placement costs vary widely from
very small amounts for certain online advertisements to exorbitant fees for advertising
on major television programs. For example, in the United States the highest cost for
advertising placement occurs with television ads shown during the National Football
League’s Super Bowl championship game where ad rates for a single 30-second
advertisement exceed (US) $2.5 million. By contrast, ads placed through online search
engines may cost less than (US) $1 dollar.
Media outlets set placement cost using several factors though the most important are
determined by audience size, audience type and an advertisement’s production
characteristics:
Audience Size – Refers to the number of people who experience the media outlet
during a particular time period. For example, for television outlets audience size is
measured in terms of number of program viewers, for print publications audience is
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measured by number of readers, and for websites audience is measured by number of

visitors. In general, the more people experiencing a media outlet, the more the outlet
can charge for ads. However, actual measurement of the popularity of media outlets is
complicated by many factors to the point where the media outlets are rarely trusted to
give accurate figures reflecting their audience. Today nearly all media outlets rely on
third-party audit organizations to measure audiences and most marketers rely on these
auditors to determine whether the cost of placement is justified given the audited
audience size.
Audience Type – As we have discussed many times in the Principles of Marketing

tutorial, the key to marketing is aligning marketing decisions to satisfy the needs of a
target market. A well-defined target market is critical to successful marketing and vital
to a successful advertising campaign. When choosing a media outlet, selection is
evaluated based on the outlet’s customer profile (i.e., viewers, readers, website
visitors) and whether these match the characteristics sought by the marketer’s desired
target market. The more selectively targeted the audience, the more valuable this
audience is to advertisers since with targeted advertising promotional funds are being
spent on those with the highest potential to respond to the advertiser’s message. The
result is that media outlets, whose audience shares very similar characteristics (e.g.,
age, education level, political views, etc.), are in a position to charge higher
advertising rates than media outlets that do not appeal to such a targeted group.
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Characteristics of the Advertisement
Media outlet also charge different rates based on creative characteristics of the
message. Characteristics that create ad rate differences include:
• Run Time (e.g., length of television or radio ads )

• Size (e.g., print ads size, billboard size)
• Print Style (e.g., black-and-white vs. color)
• Location in Media (e.g., back magazine cover vs. inside pages)
Selecting Media: Length of Exposure
Some products require customers be exposed to just a little bit of information in order
to build customer interest. For example, the features and benefits of a new snack food
can be explained in a short period of time using television or radio commercials.
However, complicated products need to present more information for customers to
fully understand the product. Consequently, advertisers of these products will seek
media formats that allot more time to deliver the message.
Media outlets vary in how much exposure they offer to their audience. Magazines and
other publications provide opportunities for longer exposure times since these media
types can be retained by the audience (i.e., keep old magazines) while exposure on
television and radio are generally limited to the time the ad was broadcast.
Selecting Media: Advertising Clutter
In order to increase revenue, media outlets often include a large number of ads within
a certain time, space or location. For instance, television programs may contain many
ads inserted during the scheduled run-time of a program. A large number of
advertisements create an environment of advertising clutter, which makes it difficult
for those in the targeted market to recognize and remember particular advertisements.
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To break through the clutter advertisers may be required to increase the frequency of
their advertising efforts (i.e., run more ads). Yet greater advertising frequency
increases advertising expense. Alternatively, advertisers may seek opportunities that
offer less clutter where an ad has a better chance of standing out from others. This can
be seen with online downloads (e.g., podcasts) of sports and news programming where
a 5-10 minute story will be presented with a single 30-60 second ad.
Selecting Media: Response Tracking
Marketers are embracing new technologies that make it easier to track audience
response to advertisements. Newer media developed using Internet technology offer
effective methods for tracking audience response compared to traditional media. But
Internet-media are not alone in providing response tracking. Other advertising outlets,
such as advertising by mail and television infomercial programming, also provide
useful measures of audience reaction.
D. Creating an Advertising Message
Effective communication requires the message source to create (encoding) a message

that can be interpreted (decoding) by the intended message receiver. In advertising, the
act of creating a message is often considered the creative aspect of carrying out an
advertising campaign. And because it is a creative process, the number of different
ways a message can be generated is limited only by the imagination of those
responsible for developing the message.
When creating an advertising message the marketer must consider such issues as:
• General Message Factors

• Message Structure
• Message Testing
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General Message Creation Factors
When developing the message the marketer must take into consideration several
factors including:
Characteristics of the Target Audience – The makeup of the target audience (e.g.,
age, location, attitudes, etc.) impacts what is conveyed in the message.
Type of Media Used – The media outlet (e.g., television, print, Internet, etc.) used to
deliver the message impacts the way a message will be created.
Product Factors – Products that are highly complex require a different message than
simpler products. Additionally, the target market’s familiarity with a product affects
what is contained in a message. For instance, a new product attempting to gain
awareness in the market will have a message that is much different than a product that
is well-known.
Overall Advertising Objective – As mentioned, the objective of the advertising

campaign can affect the type of ad that is designed. For example, an advertisement
with the objective of stimulating immediate sales for an existing product will be
different than an advertisement that seeks to build initial awareness of a new product.
Advertising Message Structure
Most advertising messages share common components within the message including:
The Appeal – This refers to the underlying idea that captures the attention of a
message receiver. Appeals can fall into such categories as emotional, fearful,
humorous, and sexual.
Value Proposition – The advertising message often contains a reason for customers to
be interested in the product which often means the ad will emphasize the benefits
obtained from using the product.
Slogan – To help position the product in a customer’s mind and distinguish it from
competitors’ offerings, advertisements will contain a word or phrase that is repeated
across several different messages and different media outlets.
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Advertising Message Testing
Before choosing a specific message marketers running large advertising campaigns

will want to have confidence in their message by having potential members of the
targeted audience provide feedback. The most popular method of testing advertising
for the marketer (or their ad agency) is to conduct focus groups where several
advertising messages are presented. On the Internet, advertising delivery technology
allows for testing of ads by randomly exposing website visitors to different ads and
then measuring their response.
E. Evaluating Advertising Campaign Results
The final step in an advertising campaign is to measure the results of carrying out the
campaign. In most cases the results measured relate directly to the objectives the
marketer is seeking to achieve with the campaign. Consequently, whether a campaign
is judged successful is not always tied to whether product sales have increased since
the beginning of the campaign. In some cases, such as when the objective is to build
awareness, a successful campaign may be measured in terms of how many people are
now aware of the product.
In order to evaluate an advertising campaign it is necessary for two measures to take

place. First, there must be a pre-campaign or pre-test measure that evaluates
conditions prior to campaign implementation. For instance, prior to an advertising
campaign for Product X a random survey may be undertaken of customers within a
target market to see what percentage are aware of Product X. Once the campaign has
run, a second, post-campaign or post-test measure is undertaken to see if there is an
increase in awareness. Such pre and post testing can be done no matter what the
objective including measuring.
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Chapter 3
Creativity
3.1 What is Creativity?
There are many definitions of creativity. A number of them suggest that creativity is
the generation of imaginative new ideas (Newell and Shaw 1972), involving a radical
newness innovation or solution to a problem, and a radical reformulation of problems.
Other definitions propose that a creative solution can simply integrate existing
knowledge in a different way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the following meanings:
Heritage Illustrated Dictionary:
Create: To cause to exist, Bring into being, Originate, To give rise to, Bring about,
Produce, To be first to portray and give character to a role or part (appropriate to
creating fictional characters and writing stories) creation: An original product of
human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative
Macquarie Dictionary (an Australian dictionary)
Create: to evolve from one's one thought or imagination to make by investing with
new character or functions.
Creative: generative, ground-breaking, innovative, originate, handmade
According to Boden (1998), there are three main types of creativity, involving
different ways of generating the novel ideas:
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• The “combinational” creativity that involves new combinations of familiar

ideas.
• The “exploratory” creativity that involves the generation of new ideas by the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of some
dimension of the structure, so that new structures can be generated
Other related words re: creativity:
Creativity creativeness, formativeness, innovation, inventiveness, originality,

productivity, crafts-man ship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but thinking of something
different"
There are many aspects to creativity, but one definition would include the ability to
take existing objects and combine them in different ways for new purposes. For
example, Gutenberg took the wine press and the die/punch and produced a printing
press. Thus, a simple definition of creativity is the action of combining previously
uncombined elements. From art, music and invention to household chores, this is part
of the nature of being creative.
Another way of looking at creativity is as playing with the way things are interrelated.
Creativity is the ability to generate novel and useful ideas and solutions to everyday
problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision into an
external reality that is new and useful. We must keep in mind that creativity takes
place unavoidably inside our own personal, social, and cultural boundaries.
The more we define our creativity by identifying with specific sets of values,
meanings, beliefs and symbols, the more our creativity will be focused and limited; the
more we define our creativity by focusing on how values, meanings, beliefs and
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symbols are formed, the greater the chance that our creativity will become less
restricted.
In the creative process, there are always two different (but interrelated) dimensions or
levels of dynamics with which one can create:
• The system which may be a particular medium (e.g. oil painting or a particular
musical form), or a particular process (like a problem solving agenda, or an
approach to creativity like Synectics). The creative person manipulates that means
to a creative end. The second dimension described by the conceptual "content"
which the medium describes. Again, the creative person depicts changes,
manipulates, and expresses somehow the idea of that content.
Creativity researchers, mostly from the field of psychology, usually claim at being
creative means being novel and appropriate. Subsumed under the appropriateness
criterion are qualities of fit, utility, and value.
At least three aspects of creativity have drawn much attention.
The creative process, receiving the most attention, focuses on the mechanisms and
phases involved as one partakes in a creative act.
• A second aspect of creativity is the creative person. Here, personality traits of

creative people are central. The environmental atmosphere and influence are
concerns of a third aspect, the creative situation.
• Lastly, the criteria or characteristics of creative products have sought. This area is
of particular importance because it is the basis of any performance assessment of
real world creativity and may provide a window on the other aspects of creativity.
In addition, the mode of activity one is in when being creative differs. For example,
there is a distinction between real-time creativity and multistage creativity. Real-time
creativity is spontaneous, improvisational, and demands output in a short interval of
time; whereas in multistage creativity, sufficient time is allowed for the generation and
selection of ideas. Creative thought can be dividing into divergent and convergent
reasoning.
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• Divergent thinking is the intellectual ability to think of many original,

diverse, and elaborate ideas.
• Convergent thinking: The intellectual ability to logically evaluate critique

and choose the best idea from a selection of ideas.
Both abilities are required for creative output. Divergent thinking is essential to the
novelty of creative products whereas convergent thinking is fundamental to the
appropriateness. To combine this variety of definitions, we can say that creativity
involves the generation of new ideas or the recombination of known elements into
something new, providing valuable solutions to a problem. It also involves motivation
and emotion
Creativity “is a fundamental feature of human intelligence in general.
It is ground in everyday capacities such as the association of ideas, reminding,

perception, analogical thinking, searching a structured problem-space, and reflecting
self-criticism. It involves not only a cognitive dimension (the generation of new ideas)
but also motivation and emotion, and is closely linked to cultural context and
personality factors.” (Boden 1998). Thus, any general definition of creativity must
account for the process of recognition or discovery of novel ideas and solutions and
hence most of the definition fall into one or more of these categories like as an
individual talent, as a process, as a product and last but not the least as a recognition
by others.
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3.2 Objectives of creativity
Main objectives of a creative thinking process is to think beyond existing boundaries,

to awake curiosity, to break away from rational, conventional ideas and formalized
procedures, to rely on the imagination, the divergent, the random and to consider
multiple solutions and alternatives (Candy 1997, Schlange and Juttner 1997).
The result of the creative thinking process is especially important for businesses.
Managers and managerial decisions and actions, confronted with fast-changing and
ambiguous environments in business, need to develop creative solutions and creative
action-based strategies to solve problems, as they allow to increase understanding of
problematic situations, to find multiple problems, to produce new combinations, to
Generate multiple solutions that are different from the past, to consider possible
alternatives in various situations that could occur in the future and “to expand the
opportunity horizon and competence base of firms”
3.3 Description/ Structure of the methodology / Alternative solutions
Creativity is not an innate quality of only a few selected people. Creativity is present
in everyone. It can be learned, practiced and developed by the use of proven
techniques which, enhancing and stimulating the creative abilities, ideas and creative
results, help people to move out of their normal problem- solving mode, to enable
them to consider a wide range of alternatives and to improve productivity and quality
of work. “Creativity is thus constructed as a learned ability that enables us to define
new relationships between concepts or events, which seemed apparently unconnected
before, and which results in a new entity of knowledge” (European Commission
1998). Knowledge and information are the basis for creativity. There are numerous
creative techniques, which are classified in many ways (Higgins 1994). In general, a
certain type of question or a certain area of application (such as marketing, product or
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service development, strategic and decision planning, design, quality management,

etc.) often calls for a certain type or a certain group of creativity techniques.
Fundamental concepts for all creative techniques are:
• The suspension of premature judgement and the lack of filtering of ideas.

• Use the intermediate impossible. Create analogies and metaphors, through
symbols, etc., by finding similarities between the situation, which we wish to
understand and another situation, which we already understand.
• Build imaginative and ideal situations (invent the ideal vision).
• Find ways to make the ideal vision happen.
• Relate things or ideas, which were previously unrelated.
• Generate multiple solutions to a problem.
Main points to increase or encourage creativity in a company are:
• To be happy, to have fun

• Keep channels of communication open
• Trust, failure accepted
• Contacts with external sources of information
• Independence, initiatives taken
• Support participatory decision-making and employees’ contribution
• Experiment with new ideas.
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3.4 Expected results / benefits
Creativity, through the generation of ideas with value, is needed in order to solve
concrete problems, ease the adaptation to change, optimize the performance of the
organization and best practice manufacturing, and changes the attitude of the staff of
the organization. Creative thought processes are also important at all stages in the
R&D process
Some expected results of the creativity process are:
• Innovation through new product and process ideas

• Continuous improvement of products or service
• Productivity increase
• Efficiency
• Rapidity
• Flexibility
• Quality of products or services
• High performance
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3.5 Characteristics of providers
The implementation of creative techniques within work groups requires the assistance
and advice of external consultants. One or two consultants, experts in creative
techniques, is normally enough to undertake the implementation process in a
company. His/hers job normally consists of presenting the different techniques and
their application method, defining the problem to be studied for the participants,
initiating and clarifying the rules of the technique, gathering the necessary data and
information to approach the problem, stimulating the generation of ideas of
participants, and evaluating the ideas before proceeding to put them in practice.
Training of management staff by experts may also be very useful. Management staff
must be train to stimulate creativity in employees, to provide motivation, to facilitate a
creative climate and to encourage the use of creative techniques. Managers can be
train to implement creative techniques by themselves.
Application
Many private and public sector organisations of all sorts in manufacturing, services,
banking, or construction companies use creativity processes regularly. Big firms such
as Xerox, AT&T, Frito-Lay, as well as car manufacturing firms, software development
firms, railroad pharmaceutical firms etc., use creativity techniques to increase
efficiency and quality, especially in their research, strategic planning and marketing
departments.
Creativity techniques may be applied in almost any functional area of the company:
strategic planning, corporate business strategy, product development, improvement of
services, functional strategy, finance, human resources, marketing, management of
collection of information, product design, software design, quality management, etc.
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Types of firms / organisations concerned
All firms and public organizations that confront with problem solving and focus on
innovation in processes, products or services can implement creativity techniques.
In case where the implementation of creative techniques is focused on the support of

personal creativity, such as to support individual designers work for new product
development, or to support individual scientists work in the laboratory, very small
firms or a person can implement creative techniques for individuals.
In case where the company focus is to increase group creativity and to create
environments where a collaborating team works creatively together, the firm must
have at least 20 employees, including 3 members as management staff.
3.6 What creativity means in advertising?
I once read a quote somewhere that said, "We do not separate advertising from
life."
Creativity is a very subjective term. Who can really say what is creative, for we all
have different opinions on what we individually think is creative. Some people believe
creativity is an engrained concept that you are born with it. Other people believe it is a
talent that can be learned and taught.
I personally believe it is a little of both. The essential elements of creativity are really
imagination and inventiveness disciplined by routine skills. Your imagination is
something you are born with, it can be large and wild or it can be small and
constrained. Inventiveness is something that can be disciplined, it can be taught and
learned with practice and skill.
Put those two concepts together and anything is possible. In advertising, agencies live
and die by creative communications. Creativity is one of the reasons clients justify
advertising and their choice of agencies, So what exactly is creative in advertising?
Some creative commercials are effective, some effective ads are creative, and other
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ads are neither creative nor effective. Creativity and effectiveness ultimately join in
the consumer’s minds rather than remain separate.
We must then ask, what is efficiency? Well, efficiency of an ad is determined by the

correct combination of its impact and retention. Impact being the ability of an ad to
attract attention and retention being the ability of an ad to stay on viewers’ minds. We
can thus say with certainty that an advertisement needs to be creative to succeed. Its
creativity needs to be effective in both its impact and retention. I found the quote at the
beginning of the page and thought it was just great.
Although creativity in advertising is an important factor, one must remember to not be

creative just for creative sake. The creativity must also be effective. Successful
creative strategies result from pinpointing an idea, a nuance, an insight, or a nugget of
information gleaned from research or sometime from an intuitive understanding or
quickness of human nature. The true role of the strategy is to make that intuitive leap
which defines the relationship between the brand and its user.
How creativity is different from innovation?

Creativity versus Innovation
As this is an advertising study on the subject of “Creativity”, it is only right there

should be some advertising efforts to create greater understanding on behalf of the
subject “Creativity” itself. For many the word ‘creativity’ has what may be called a
touchy –feely nature to it, not suitable for the hard world of business. Yet, mention the
word ‘innovation’ and suddenly the act of creating new ideas takes on a more credible
resonance in certain quarters, such as the business media and various government-
backed development agencies.
Professor Simon Majaro of Cranfield School of Management defines innovation in

this manner in his book Managing Ideas for Profit (Majaro, 1992): ‘Creativity is the
thinking process that helps us generate ideas. Innovation is the practical application of
such ideas towards meeting the organization’s objectives in a more effective way.’
However, this means all ideas are creative. In reality, many ideas will reject. Using the
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working definition of creativity, it would recognize that, to be ‘creative’, the idea must
offer some form of benefit.
Innovation can instead define as the ‘adoption, adaptation, or implementation by a

third party of someone’s creativity (ie an added value product)’. When appraising a
painting, one does not say ‘artist is being innovative.’ Should another artist adopt
some element of this work, such as its style, subject matter, materials or techniques
used, then the original? Work can said to be innovative; it has inspired the application
of some creative element of the original work by a third party.
Thus, creative thinking in a disciplined manner can play a real role in innovation.
“Creativity and innovation are normally complementary activities, since creativity
generates the basis of innovation, which, in its development, raises difficulties that
must be solved once again; with creativity…It is not possible to conceive innovation
without creative ideas, as these are the starting point.” (European Commission
1998).Innovation results when creativity occurs within the right organizational culture.
The right organizational culture is one that provides through creativity processes
(creative techniques) the possibilities for the development of personal and group
creativity skills. We can define creativity IMT as the establishment of skills by
implementing creativity generation techniques
3.7 Creative technique:
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“How do you come with a creative idea when faced with a blank sheet of paper?”
‘Easy. Don’t have a blank sheet of paper.’
Every working day, creative directors are faced with demands to come up with
creative solutions to the problems. Some outstanding creative heads may display what
is called unconscious competence in appearing to be able to come up with ideas
intuitively. There is no magic wand for coming up with ideas, but there are some
techniques and process to help being creative. These techniques, coupled with a
knowledge and understanding of the creative process -- with its five stages
• Information
• Incubation
• Illumination
• Integration
• Illustration -- will help considerably to improve one’s creative abilities.
Group techniques to generate creativity:
Brainstorming - Groups generate as many ideas as possible, listing ideas on a chart so

that group members may modify them or combine them to create additional ideas.
Criticism is not allowed during brainstorming, nor is evaluation of ideas.
Storyboarding - An adaptation of brainstorming, but it is primarily nonverbal so

articulate group members are not able to dominate the process. Storyboarding uses a
process similar to parliamentary procedure to gain support of an idea before it can
remain part of the discussion. Storyboarding allows group members to produce data
and solutions to problems generating ideas off of previous suggestions.
Nominal Group Technique - Focuses attention on individual members' ideas by

having members write down their ideas/solutions on their own before sharing them
with the group. Ideas are all recorded, everyone votes to prioritize ideas, and then
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discussion is held on only the top ones before another vote is taken. This technique
allows everyone to participate and contribute ideas before the group reaches its
decision.
Roadblocks to Creativity - Thinking there is one right answer - Many of us have the
tendency to stop looking for alternative right answers after the first answer has been
found. Often it is the third, fifth or tenth right answer that is what we need to solve a
problem in an innovative way. "That's not logical" - Logic is an important creative
thinking tool when you are searching for ideas, however, excessive logical thinking
can short circuit your creative process.
Following the rules - You often have to break out of pattern to discover another.
Being practical - Practical people know how to get into an open frame of mind, listen
to their imagination and build on the ideas they find there.
Avoiding ambiguity - Too much specificity can stifle your imagination!
Being afraid of making a mistake - Errors are a sign that you are diverging from the
norm. If you are not failing every now and then it is a sign you are not being very
innovative.
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Chapter 4
Creativity in Advertising
4.1 Introduction:
It is not about doing extraordinary things simply, it is about doing simple things
extraordinarily. Why is it that a simple toy like Frisbee still captures everyone’s
attention? It is not because it’s great; it is because it’s charmingly simple. The same
applies to the field of advertising.
You don’t need to be bursting with creativity all the time; you just have to look at
things in a new way. Creating something imaginative from scratch is not a job that
requires you to have an IQ that would shame Stephen Hawking, it is about exploring
the unexplored and exploring requires passion and dedication. I am not saying that you
don’t need creativity. What I am trying to put through is that just having a brain is not
everything; you need to know how to use it to create something brilliant and not
necessarily complex.
Churning up new ideas for advertisements is a job that should be handled with interest
and passion. I believe creating is an art and you should treat your work like a canvas,
slowly filling in colors to build the bigger picture. If you are not passionate about what
you create, you will end up creating something that will take the fun out of the job.
Enjoy doing what you do because only then will you truly create something worth
remembering.
Take every assignment like it’s your first. Don’t start jumping around at the idea you
think will blow everyone away. Always take into consideration that there will be quite
a few setbacks along the way.
A Career in Advertising is not always a smooth ride. What might me great for you,
may well be the exact opposite of what the client desires. Creativity is as much about
changing track as it is about making tracks. Analyze what is required from the ad, Is it
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print or television? Will the client be willing to see something that is completely
different from what they want?
All these things factor into your whole creativity theory. Look closer at the goals that
are to be achieved through the advertisement. What is it that will really convey what
you want to put through- a picture, words or even nothing at all? Yes, different ways
exist to say the same thing and herein lies the inherent creativity that will decide what
is truly required. But remember, it is more about what you say than how you say. If
your idea isn’t clearly worked out, it will not work even if it’s first page or primetime.
Different ideas exist on the nature of creativity in advertising. Some say it is inherent.
Some say it is developed through experience. What I say is that a really creative
person would be one who will handle these challenges and come out on top with
something beautiful, to the point and of course- simple.
Advertising creativity is the ability to generate fresh, unique and appropriate ideas that
can be used as solutions to communication problems. To be appropriate and effective,
a creative idea must be relevant to the target audience. Every business requires
creative thinking from everyone involved in the promotional planning process.
Creativity in advertising leads to the success of a product as well as of the
organization. Good creative strategy and execution can often be central to determining
the success of a product or service or reversing the fortunes of a struggling brand.
Creativity isn’t just about coming up with the next best idea. Creativity is the
consistent forefront in our culture today. This is the driving factor in our global
economy and essential to free enterprise.
The art of creativity has enabled many brands to carry distinction over time. Without
such titles, a consumer would not know the difference between Burger King and
McDonald’s. It has helped define corporate institutions through the use of image and
color. This alone has helped the consumer identify itself with such brands. For
example, what brands do you consider when you are going to make your famous
spaghetti? If you are not one to step foot in the kitchen, then what restaurant would
you pick to satisfy that spaghetti craving?
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The ability to utilize the creative mind has helped consumers differentiate brands, and
create a sense of loyalty for many. If you take a quick look around your surroundings,
you can identify which people are following trends, and which individuals create their
own flair. Fashion has allowed individuals to create a trend or follow one. It is as
simple as finding inspiration, which can find its way into mainstream pop culture.
If we examine creativity in the motion picture industry, it is of no surprise that it is one

of the largest influences in trends for fashion and technology. People find that movies
help them to escape from their routine lives, and for some they try to find some truth
or inspiration for themselves.
This also extends to different cultures and societies. We are inspired by different
cultures on a day-to-day basis. This is the single most driving factor when we examine
behavior and modern culture. If we stop for a moment you will notice that it is all
around us from clothing to advertising, images to websites, magazines and movies,
etc.
“Creativity is seeing something new when you look at something old; it is all heart of
civilization and is the driving force of revolution.” - David Ogilvy
Creative advertising needs to imaginative, intelligent, sharp, to the point and

extremely catchy. It must motive people to purchase advertisement product. The
message and appeal made should be able to make positive impact on the consumers.
According to Albert Wesley, “Creativity is the ability to develop new useful ideas that
produce desired results.”
Creativity should focus the attention of the reader on the product and he must feel the
urge to have that product for same benefit. This suggests that creative advertising
should be able to create demand for the product when it is introduced for the first time
It is an accepted fact that there should be an element of creativity in an advertisement.
This creativity is something new, unique, extreme attractive and appealing to the
consumers. In fact, advertising itself is advertisement creative process. It is the
outcome of long term planning and hard work on the part of the copy writer or artist
who prepares the final copy of the advertisement. This is natural as creative ideas do
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not come over night. They are required to be developed through systematic thinking
process.
4.2 Role of creativity in advertising
Outstanding creativity is definitely goldmine in advertising industry, simply because,

it can develop truly valuable and catchy slogans in print or outdoor advertising, in
radio or TV ad campaigns.
Advertising is one of the most dynamic engines in the worldwide selling process;
regardless of the business, ad campaigns must be developed, as long as managers
running these businesses are willing to stay on top or to expand their company.
An ad campaign is not about conveying information politely, formally, something

similar to a press release. On the contrary, the message should be engaging, clear,
unique and revolutionary so as the audience could react positively. Since all traditional
alternatives have been exhausted, advertisers have been slightly forced to come up
with amazing creative solutions, in order to outdistance old-fashioned advertising
methods, or to reinvent wisely and artfully previous concepts. For instance, many
advertisers speculated the fact that consumers were fed up with long and annoying
portrayals, which ended up in extremely polite invitations to buy a particular product.
Therefore, they changed the strategy and succeed in grabbing attention through
suggestive commercials, less invasive concepts, which gave prospective customers the
opportunity to react to an interesting and innovative message. The stress falls on
consumer's choice to respond to that message. In order to reach relevant results,
advertising patterns should match creativity-based ideas.
Since the first attempts in advertising, creativity has evolved following various
cultural, social, and economical trends. Creativity in art differs from creativity in
advertising simply because advertising is expected to have a different echo or impact,
to the extent that it should generate on high-scale a particular behavior. While art is a
free manifestation, in advertising, creativity is slightly restricted; more precisely,
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advertisers explore their creativity depending on predefined factors in order to have a

particular feedback. We could say that art and advertising have different purposes.
The quality of the message does not depend one hundred percent on the creative skills
of one single advertiser, marketing departments are assigned to establish an audience
and consequently to point out audience's spheres of interest in order to generate a
message.
Although, being creative means also being unique, advertising is expected to engage
immediately and temporarily various categories of consumers.
At this stage, creativity plays a crucial role, because, the more it raises interest, the
more targeted audiences will pay close attention to further details and will buy
advertised products or services.
4.3 Harnessing Creativity in Advertisements
The prime function of an advertisement is to attract the audience, invoke their interest
and finally drive them to buy a product. Creativity can play a major role in each of
these stages. Creative advertising has thus become the order of the day for the
marketers. It is a necessity for existence, rather than a tool to give a competitive edge.
However, creativity alone cannot sell a product. It can only pave the way by attracting
the audience and creating interest in the product. A good ad is thus a good product
carried in a creative vehicle.
Great advertising is not about creativity for its own sake, it has to work.
Advertisements follow us wherever we go. The biggest challenge faced by marketers

today is to attract the audience and secure a place in their memory. Creativity is the
answer to this challenge. In a layman's words, creativity can be understood as
"Approaching the problems and identifying solutions for them in a different way." It is
human nature to get enthralled by creativity, and this fascination of audience is what
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all advertisers strive for. Harnessing the immense pull of creativity can be the secret
mantra to successful advertising. Creativity can be defined in many ways, as varied as
the means open to a creative person. It has no generally accepted definition. It has
often been discussed in terms of `four facets of creativity' (Altsech, 1995; MacKinnon,
1987; Kneller, 1965).
• The product or outcome of creative behavior
• The creative process
• The creative personality
• The environmental and cultural influences on creativity
Creativity is a quality possessed by ad makers that enables them to generate novel

approaches, generally reflected in new and improved solutions to problems. A
customer is the raison d'être for an advertisement. The ultimate aim of any
advertisement is to stimulate the sales, directly or indirectly and the dimensions of
advertisements should help the advertiser to attain this. Creative advertising is the
order of the day, today it is a necessity for existence, rather than serving as a tool to
give competitive edge. This situation is developed in this portentous way, because of
competition, increasing awareness among audience and more choice available to the
audience. Today's audiences are better informed, and there is always somebody to
provide them with that specific need that they have.
Gone are the days when customers forcefully watched uninteresting advertisements. A
powerful tool to catch the eye of the audience and turn them to listen to the advertisers
is creativity. Creative ads attract the audiences naturally, as it is human nature to be
interested in new things and get attracted to novel ideas. Thanks to the improved
technology and the remote control, today, the audience is better informed and has a
wider choice in forms of different channels.
This has forced the copywriters to turn to creativity to attract and interest the audience.
This is easier said than done, because the audience is being bombarded with loud and
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attractive messages from all directions. The otherwise obscure process of advertising
is gaining transparency, resulting in elevating the expectations and hence putting a
pressure on copywriters. A lot of research has been undertaken to understand the
intricacies of the delicately complex audience behavior.
Research suggests that getting attracted to new ideas is basic human nature. In
childhood, we all have given priority to learn new things, rather than remaining
satisfied with what we have learnt. Sadly though, this creative ability dwindles with
age. The older we get, the more rigid boundaries we set, the fascination remains
however.
The first step in winning over the customer is to attract him. Considering that the
customer is exposed to lots of channels and with technology at his command, this is
not an easy task. Promotions are creative ideas developed by the company or its ad
agency. The best rated ads are those that harness the power of creativity to spellbind
the audience. The mix of right ingredients ensures that the audience is pleased with the
ad. A successful ad is one that the audience recollects in pensive mood with a smile.
Repetition is boring and fails to retain interest of the customer.
Contrary to the days of ad of `Washing Powder Nirma', now the story board keeps
changing every time an ad appears. This helps in meeting the ever demanding
customer, who undoubtedly is the king. Companies have to thus consider the cost of
creating and airing varieties of ads.
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4.4 AIDA and Creativity
Creativity and the message are the two eyes of any ad. The AIDA (Attention, Interest,
Desire, Action) model can be referred here. The objectives of advertisements differ
from each other. Some of the common objectives of advertising are to inform and
build awareness, to increase the sales, to support the sales force and to retain customer
loyalty. As the objectives of advertisement differ, the concept in the ad also gets
changed. Awareness creating campaigns need more creativity, the role of creativity is
required more for the first two steps i.e., attention and interest and message is required
for converting the prospect into the customer.
Making the audience to read the ad is as difficult as persuasion. Audience can be

persuaded with rational and emotional appeals based on the benefits of the products.
Audiences only see that content of the advertisement which can benefit them. But the
tool available to the advertisers to make the audience read the ad or to grab the
attention of the audience is creativity. Creativity has the knack of mesmerizing the
audience for few seconds. In those few seconds, the point intended to convey can be
made. The approximate percentage (assumed) relevance of creativity and message is
depicted in the Exhibit 2. Advertising need not be complex to be effective—it is
simply about creating enough awareness and positive brand associations for it to
register as a top-of-the-mind brand when the consumer is faced with a purchase
choice. It is a myth that complex advertisements are effective; on the contrary, a good
idea that catches the attention of the audience is usually the simplest yet different one.
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It is the knack of the advertiser to blend creativity and the message to achieve the
objectives of AIDA principle.
4.5 Creative tactics in advertising
Creative Tactics in Print Ads
If an ad is seen it does not mean that the ad is read. Attracting the attention of the
audience to read the ads is a Herculean task, considering the competition in this field.
The copywriter's office is the place where one would find the most creative minds at
work. This is the place where the eye-catching headlines, ear-catching jingles and
eccentric and irresistible visuals and story boards are born. Compared to the audio
visual media, the print ads have a disadvantage; they require exclusive devotion of
time. One can listen to the radio while doing some other work simultaneously. This
however is not the case in case of printed ads. Hence, the writer should stimulate the
audience to read the ad and this is possible if the ad and the message given in it are
relevant and creative. Headlines are the words in the leading position of the ad and
they are the imperative aspect of any print advertisement. The main aim of headlines
in printed ads is to get the attention and interest of the audience. The headlines must
interest and tempt the audience to read the ad further.
Headlines can be divided into two; they are direct headlines and indirect headlines.
The first one is straight forward and informative about the product or service. Indirect
headlines rely on creativity to provoke curiosity. This involves usage of questions,
provocations, challenges, etc. Subheads, Body copy, Visual Elements, Layout or
Format are the other elements of the print ad. Subheads are smaller than the main
headline, but are larger than the copy. The main text that presents the core information
is the body copy. Body copy is the main text portion of a print ad, used to present the
relevant information. Visual elements are the other important aspect in print ads which
can attract customer's attention and communicate an idea or an image visually. We
will now analyze the role of creativity in using these tools effectively. No reader reads
the newspaper for ads, however the headlines given in the ads can add humor as an
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appeal and strengthen the message intended to be conveyed. Attention grabbing can
also be done by using creativity in varying the layout, using contrasts, space and other
forms of attractive pictures.
Creative Tactics in the Audio Visual Media
Visual media is in a favorable position compared to the print media due to the
attraction that the media itself holds. Advertisement is almost synonymous to TV
commercials. It is a leading effortless pastime most of us indulge in Technological
innovations and advancements have made anything possible on the screen. Any weird,
abstract idea can be presented using the versatile tool—multimedia—a promise for
creative minds. This has led to the spicy variety of ads we see today. We must admit
that creative ideas linger in our minds forever, fulfilling the ìnforming' objective of
advertisement. Repeated administration of the creative wand results in the ultimate
goal of ads—namely buying. A big idea emerges and is commendable only if it is
presented with a complementing story board that reaches everybody. An ad is
appreciated if it is cool, down to earth, represents situations which are commonly
occurring or has emotional appeals like achievement, joy, pride, sentiment, etc. For
instance, the ads used by HUL to market its product Fair & Lovely.
Creative Tactics in Selecting Innovative Media
Creativity does not stop at the content and message of the ad; creativity can be used to
select a media also, catching the customer unaware. Guerilla advertising is advertising
by association. In this form of advertising, the message is conveyed indirectly. It is an
effective method by which the impression about the product is created in a subtle
manner, without the audience being consciously involved in the process. The
advertising is done in such a way that the target audience does not know that they have
been advertised to a certain product, but their impression about the product is
increased according to intent of the advertiser. This method of advertising is less
taxing on finances too. The focus is to promote the products or services in a way that
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revolves around ingenuity rather than finances in order to make a large impact, while
spending as little money as possible. Ads follow the audience wherever they go be it
in the subways, on the buses, billboards, bus stops, etc. Sky is literally the limit for the
advertisers. The media is chosen to suit the audience, certain media especially suit the
busy life of the urban audience, predicting his moves and catching his attention
wherever possible. Innovative media selection has been successful to reach both the
urban and the rural audience. In cities, we find advertisements glaring at us in huge
brilliant displays and in mobile billboards that are certainly impossible to miss. Some
of the other media used by the advertisers include highway billboards with hi-tech
features and impeccable finish, wall paintings, a note here and there, at the garage,
tissues at the restaurant, not to forget the messages and mail ads that scream for
audience's attention. The success of using innovative media lies in the fact that it is
able to grab the audience attention in situations that he least expects.
Harnessing Creativity for Effectiveness
Within the advertising industry, there seems to be a never-ending struggle between

those who create the advertisements (creatives) and those advertising managers who
insist that it be èffective'. Advertising agencies exist, sometimes precariously, in
unstable environments (Comanor et al., 1981; Hirschman, 1989). There is a constant
struggle between the creators of advertisements and the managers whose job is to
ensure that the ad is effective. However insisting on effectiveness, creativity cannot be
underestimated. A balance has to be achieved between the two. The style of creative
advertisement has to match with the advertisement attitude of the audience. Just like
the rhythm of effective music, an effective ad is the one that transports itself into the
visual center of the audience's brain, ending up in the customer visualizing the
product. Meaning that, sales are not the only result of an advertisement. Success of
creativity in advertising is in fulfillment of the varied objectives of the ads.
Chapter 5
Innovative Advertisements
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Advertising
Vodafone and Airtel
Advertisements play a major role in positioning the brand as well as the company
among the targeted product users. Innovation is always a part of advertisements and
the advertising agencies reach out for new ways to capture the prospective consumer’s
heart. Airtel and Vodafone capitalized on innovative ideas and came up with new
advertisements that pushed the brand value to heights. The Zoozoos from Vodafone
and the e-commerce ad from Airtel turned out to be the best ads one has seen in 2009.
Ogilvy India was the head behind the Vodafone Zoozoos advertisements and the
objective was set to position Vodafone as an innovative leader in the mobile service
segment category. The promotion strategy was aimed to hit at massive levels by
maximizing the targeted audience, and IPL was the best option to go for.
The advertising success is evident from the fact that the name Zoozoos got coupled
with the brand Vodafone and gathered more reception even than IPL. Repetitive ads
may bore the viewers and to avoid the hard effects, Ogilvy came up with new Zoozoo
ads everyday.
The egg faced Zoozoo creatures were heavily welcomed which demanded the
advertising agency to even go for merchandising to ensure that Zoozoos were
available in other touch points too. TheZoozoo TVCs marked a viewership of around
41 million people across India and the Zoozoo interviews were broadcast
through YouTube to more than 50000 viewers. And the result of this innovative
advertisement campaign, Vodafone became the most recognized brand during IPL.
Airtel focused its advertisements on promoting the usage of mobile phones through
its M-commerce campaign.. The Airtel advertisements succeeded in increasing the
number of customers opting for value added services and mobile payments. The new
age advertisement strategy from Vodafone and Airtel took product promotion to a next
level though innovation.
Integrated Brotherhood Campaign of ADIDAS
To publicize the launch of “Team Signature” shoe line, ADIDAS ran an integrated
brotherhood Campaign-”Basketball is a Brotherhood” This campaign allows today
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Advertising
greatest players to interact and inspire the next generation Athletes. In this campaign
biggest NBA stars teach young players
Adidas Shoes in Star Wars
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Advertising
Advertising for a movie promotion: 3 Idiots
Each promotion of the movie was unveiled in an event attended by three people
associated with the movie. This the star cast comprising Aamir Khan, Kareena
Kapoor, R Madhavan, Sharman Joshi, Boman Irani and director Rajkumar Hirani
himself. Press conferences were beamed in seven countries.
Future Group's Pantaloons India has collaborated with Vinod Chopra Films to launch
the 3 Idiots apparel and accessories collection. During the shooting of the film, Khan
was in the habit of scribbling. The designers at Pantaloons were handed over the pages
on which Khan scribbled and the designs were executed on T-shirts. T shirts are
available in 45 Pantaloons stores across the country.
Music Launch
Music launch of the movie was broadcast on idiotsacademy.com, marked by the

absence of media. Users visiting the site on the day of the launch had the option of
chatting with the stars present there.
Outdoor Campaign
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Innovations on hoardings, bus shelters, buses, railway platform and mobile vans. The
outdoor campaign was executed by creating cut-outs of the star cast, which have been
put up across Mumbai, Delhi, Kolkata, Hyderabad and 500 towns across India
Jingle Reliance Life Insurance has entered into a tie up with the movie and is using
the thought 'All is well‘. “All is Well” one of the mainstays of the theme in the
communication of the theme. The campaign, spanning television, radio and outdoor,
talks about Reliance Life Insurance's assurance of taking care of its consumer's
financial worries and enabling them to live life to the fullest.
Other Tactics:
Stickers reading Capacity: 3 Idiots were pasted on the back of 10,000 auto
rickshaws that moved in the cities. Auto rickshaw is the most popular mode for
commuting and works as a wonderful reminder medium. They used this sticker in all
the cities where rickshaw was one of the common modes for commuting
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Alternative Reality Game
The idea for Khan's nationwide journey came from the story of the film, where his
friends go in search of him. The difference here was that media and fans were trying to
spot Khan. This journey was captured by many news and entertainment channels and
became free publicity for the film. Facebook, a profile called Pucca Idiot has been
created that has more than one lakh fans
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The creative Volkswagen advertisement
Now, at last, we have an ad campaign that makes road sense. The ad that proves that
German engineering is just perfect for the sad Indian roads. This is all that
Volkswagen promises for its hatchback, Polo. Isn’t that enough to allure prospective
buyers? The ad has been executed very well. No other automotive major, till date, has
promised such a thing to the Indians.
Everybody knows that the cars are great. The brand name itself speaks for the features.
But what is that special extra in your car? All is well, but will your car run on our
pathetic roads? That is what viewers would want to know. Project your ad in a watch-
worthy fashion and there’s going to be no stop. The Polo ad has done exactly this.
There is a series of Volkswagen Polo ads, each highlighting the car’s road-worthiness.
By now, everybody knows what’s special in the hatchback. The way VW has tried to
instill humour in each commercial to chuck out the boring road stories only adds to the
effect.
Commercial 1: We have a plump owner checking out the Polo’s ground clearance
level. He places an ostrich egg below the car and drives over it. The egg is left safe
and sound, proving the car’s high ground clearance. But the annoyed Mama Ostrich
isn’t too pleased with man’s performance and you find the man running for his life.
Commercial 2: Our chubby gentleman tests the Polo’s ruggedness, by engaging a

rhinoceros. Oh yes! The car is safe, but the man runs for his life yet another time. The
series continues.
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Commercial 3: Our chap now tries the road handling test. He finds a road blocked
with cattle and the Polo easily squeezes in between the herd and gets past it. But,
finally the man has to hide beneath the car to get rid of the herd’s rage.
Commercial 4: The skeptic test driver goes ahead testing the Polo’s fuel efficiency.
Filling exactly 1 litre fuel he tests if he can drive for 22 km. The car runs the entire
distance without a re-fill. Unfortunately, at the end of the mission, the man finds
himself in a jungle surrounded by tribals. The moral of these commercials is that the
proficient Volkswagen engineers have already tested the Polo in Indian conditions and
there is no need for the consumers to carry out their own tests.
Then we also have the other VW ad

where a little lad discusses with the
salesman the car that he would have for
his eighteenth birthday, another one
when he becomes the vice president and
yet another Volkswagen when he
becomes the CEO. Great thoughts and wonderfully executed!
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5.1 Cinema Advertising
Cinema advertising is a dynamic medium offering advertisers the opportunity to reach

their target consumers in a distraction-free, compelling environment. Advertisers
showcase their brands on an entertainment backdrop and access the star power that
drives consumers to theatres. Cinema advertising is becoming a more essential,
strategic part of the media plan, for many brand categories. Consumers are more likely
to consider and choose a brand when in-cinema advertising is part of the overall media
mix. Consumers bond with brands they see advertised in-cinema, driving
consideration and purchase intent, leading to brand trial and loyalty. Moviegoers who
saw in-theatre advertising are 44% more likely to remember the ad than consumers
who saw it on TV. Moviegoers who saw cinema advertising are 70% more likely to
correctly identify the advertised brands. Cinema advertising has longevity. Up to one
week after seeing commercial at the movies, nearly half of consumers could name the
specific brands they saw advertised. In terms of reach, it is lower than TV but in terms
of impact it is around 5 times higher.
There is better ROI on Cinema as a medium when compared with television.Cinema

advertising scores high in terms of attention grabbing, like ablity & above all
identifying the medium with TG themselves. Compared with TV, advertisings on the
big screen escape the clutter and the TV remote that that dishonestly jumps to another
programme the minutes TV serial breaks for a commercial. Cinema is an opportunity
to grab attention of the captive audience. Though, the cinema’s reach is lower than
TV, in terms of impact it is around “five times higher”
There are various brands that are promoted through movies. Mercedes Benz was
advertised in the movie ‘Guru’. In the movie ‘Tare Zameen Par’ the various brands
advertised were MSN, Movie Talkies, Channel V, Red Label (Tea), Horlicks, Colgate,
Fevicryl, Camel’s Geometry Box, Acron, Toyota.
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5.2 Internet Advertising:

Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract customers.
Examples of online advertising include contextual ads on search engine results
pages, banner ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.
One major benefit of online advertising is the immediate publishing of information

and content that is not limited by geography or time. To that end, the emerging area of
interactive advertising presents fresh challenges for advertisers who have hitherto
adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows

for the customization of advertisements, including content and posted websites. For
example, AdWords, Yahoo! Search Marketing and Google AdSense enable ads to be
shown on relevant web pages or alongside search results of related keywords.
Types of Internet advertising:
Though, as seen above, the large majority of online advertising has a cost that is
brought about by usage or interaction of an ad, there are a few other methods of
advertising online that only require a onetime payment. The Million Dollar Homepage
is a very successful example of this. Visitors were able to pay $1 per pixel of
advertising space and their advert would remain on the homepage for as long as the
website exists with no extra costs.
• Floating ad: An ad which moves across the user's screen or floats above the
content.
• Expanding ad: An ad which changes size and which may alter the contents of
the webpage.
• Polite ad: A method by which a large ad will be downloaded in smaller pieces
to minimize the disruption of the content being viewed
• Wallpaper ad: An ad which changes the background of the page being viewed.
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• Trick banner: A banner ad that looks like a dialog box with buttons. It
simulates an error message or an alert.
• Pop-up: A new window which opens in front of the current one, displaying an
advertisement, or entire webpage.
• Pop-under: Similar to a Pop-Up except that the window is loaded or sent
behind the current window so that the user does not see it until they close one
or more active windows.
• Video ad: similar to a banner ad, except that instead of a static or animated
image, actual moving video clips are displayed. This is the kind of advertising
most prominent in television, and many advertisers will use the same clips for
both television and online advertising.
• Map ad: text or graphics linked from, and appearing in or over, a location on
an electronic map such as on Google Maps.
• Mobile ad: an SMS text or multi-media message sent to a cell phone.
• Interstitial ad: a full-page ad that appears before a user reaches their original
destination.
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Chapter 6
Areas to make advertisement creative
6.1 Slogans and jingles
Slogans and Jingles form an essential part of the advertising industry. The main role of
an advertising slogan or radio jingle is to create an identity for the brand.
Once the catchy slogan or jingle becomes popular, it further leads to brand recognition
and services as a reminder for the target audiences. A lot of effort goes into
brainstorming and creating an advertising slogan / tag line / jingle for a brand /
product. The creative tag line must fall in place and gel with the overall marketing
efforts and corporate identity of the brand being advertised and promoted.
Over the years, it has been seen that certain advertising campaigns have been a huge
hit with its target audiences. People, till date, relate to the brand through its catchy and
creative ad slogan, jingle. Such is the power of creativity!
Often witty, and of course crisp, concise, and direct, we are surrounded by the famous
advertising slogans that have become, as some would put it, an insidious part of our
lives. From the endearing image created by ‘His Master’s Voice’ of HMV (RCA
Victor) to the succinct ‘Just Do It’ of Nike, advertising slogans are memorable phrases
that don’t merely bring to mind some impersonal corporate house doing hard business,
but are meant to create warm, positive feelings and images. Often, they evolve into
creating a distinctive life of their own, make the audience – you and me – feel good
and want to own what the slogan/ad wants us to buy. Creativity, brevity, simplicity,
and longevity – these are the catchwords that can define the famous advertising
slogans listed below.
1. Finger lickin' good. - Kentucky Fried Chicken

2. Connecting people. - Nokia
3. He keeps going and going and going. - Energizer Batteries
4. Do you... Yahoo!? - Yahoo!
5. Wikipedia, the Free Encyclopedia – Wikipedia
6. Because you’re worth it. - L'Oreal
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7. Inspired Living – Haier

8. Just do it! – Nike
9. Zandu Balm, Zandu Balm, Pida Haari Balm - Zandu Balm
10. Karram Kurram, Majedar Lijjatar, Saat Swaad Mein Lijjat, Lijjat Papad - Lijjat
Papad
11. Doodh Si……Washing Powder Nirma, Nirma - Nirma
12. Kya Swaad Hai Zindagi Mein - Cadbury’s Dairy Milk
6.2 Music in Advertising
Music in Advertising means integrating music in (mass) electronic media
advertisements in order to enhance its success. Music for this purpose provides
different characteristics which makes it especially interesting for usage in
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advertisements. Music can fulfill several tasks when it is used in advertisements.

The entertainment aspect of music helps making an advertisement more appealing to
the viewer by simply making it more attractive respectively more aesthetic. By this
increase in attractiveness an advertisement is able to engage more attention.
Another basic attribute of music is to support an advertisements structure and

continuity. Therefore “music is used to mediate between disjoint images. It is far more
likely to memorize a piece of music than spoken language or images because “music
tends to linger in the listeners mind. Early advertising music also had different aims.
Music is the most common musical technique for aiding memorability and
hence product recall. Companies use these for example to make the customers
remember their phone number, webpage, their company name or at least a
catchy slogan linked to the brand. But also non-jingle music can perform this task and
stick in the customers mind.
And of course “music transfers its own attributes to the story line and to the product, it
creates coherence, making connections that are not there in the words or pictures; it
even engenders meanings of its own the music interprets the words and pictures. It is
obvious that a brand’s, product’s or service’s value is enhanced by the connection to
music. It adopts meanings which are inherent in the music because “the object itself is
not enough to sell it; it must also be linked to some sort of personal meaning, the very
essence of branding. Also a certain artist can change or shape an advert so that it fits a
certain target group. “Advertising is not about what the product does but who the
consumer is and so advertisements have to find a good balance between adopting
meaning from a used musical piece or artist and providing context in return to become
authentic. There are artists and music bands that became famous through having their
music inside of adverts which can in return mean to sacrifice their music to the brand.
6.3 Color in an advertisement
Fear advertisements
It is found that "before" advertisements were generally darker, using shades of black
and white, green and brown; in contrast, "after" advertisements used bright colors such
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as red, orange and yellow. The correlation between color and mood and attitude is
clearly present in these ads, in which darker advertisements try to convey a
problematic, sad or negative situation and brighter advertisements show the happiness
and cheer that can be achieved once the problem has been solved.
Color choices can also correspond to levels of salience. Liu and Westmoreland note
that "before" advertisements look somewhat bland, plain or dreary because of the use
of neutral colors like black, white, brown and green. The bland colors give elements in
the advertisement low salience because of the lack of contrast, and the problem is
perceived as a whole, a completely undesirable situation. Brighter colors and the use
of white space, on the other hand, can give elements more salience and the ad can
more clearly focus on the bright attitude of the person that has been "cured."
Lastly, in "before and after" advertisements both dark and bright colors were used,
though not as much as intermediate colors such as blue, purple and yellow. This
selection of colors suggests balance between "before" and "after"--for every problem,
there can be a solution.
Energy bar advertisements

The color swatches above were taken from 29 energy bar advertisements and loosely
arranged by hue and brightness, showing the popularity of brown and blue tones.
Brown was a popular choice as the color of chocolate, a common bar flavor, and in
association with nature and health. Blue can also be associated with health, cleanliness
and serenity, which appeals to lifestyle choices that energy bar users might make.
Darker shades are more common, perhaps to emphasize the richness of flavor and
nutrients energy bars provide.
Alcohol advertisements
In the sample of alcohol advertisements, red, black and blue were predominantly used.
The bold, eye-catching reds were mostly an amber hue, the color of many of the
products (whiskey and beer) themselves. Using the rich reds and ambers, advertisers
could convey a sense of weight and even taste to the readers. Blue hues were mostly
seen in advertisements for clear liquors, such as vodka. Blues evoke a cool, clean,
smooth sensation that vodka companies may want to associate with their products.
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Lastly, the use of black connotes the nightlife and sophistication in which alcohol may
be consumed.
Human brain receives signals faster through eyes rather than ears.
Visual appearance is supposed to be more appealing when compared to any other
senses. By using color psychology, we can send A positive or negative message to
encourage sales. Our nervous system requires input and stimulation. We become bored
in the absence of a variety of colors and shapes. A colored image may hold the
attention for two seconds or more. Color can be used as a tool to emphasize or de-
emphasize areas. Use color to highlight key information. A picture with natural colors
may be worth a million, memory-wise. Color helps us to process and store images
more efficiently than colorless (black and white) scenes. Ads in color are read up to
42% more often than the same ads in black and white. Colors can determine the
shopping habits of customers. Black, blue, red and orange attract impulsive buyers.
Smart shoppers are attracted to pink, light blue and navy blue colors.
Companies use colors in logo, advertisement, etc., to pass the right message to the
customer. Colors have a psychological influence in marketing. The moods and the
sentiments are represented with colors. Symbolic representation is not blind, but an
effective way communicate the feelings spontaneously and strongly. The effect of
colors in influencing the mind of the prospective customer is high.
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6.4 Creative Advertisement – Fevicol

Headline: Fevicol Ka Jodd Hai Tootega Nahin…
Agency: O&M (National Winning Award)
Client: Pidilite Industries
A group of carpenters are at work. ...and a TV set, where a man hanging

However, their attention is divided over a chasm is clinging on to a woman
between their work... for dear life.
"Pakde rehna," the woman screams. ...as the couple on screen keep up
"Chodna nahin," the man pleads. the "Pakde rehna-chodna nahin"
The workers watch... strain for an incredibly long period.
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Fed up with the melodrama, one of Wanting to continue with his

the carpenters gets up in disgust. work, he walks over to the TV
"Arre, yeh bhi koi film hai!" he and picks up a can of Fevicol
exclaims. placed on top of it.
Instantly, the man on screen ...and eyes another TV, atop

plummets. Surprised, the which a tub of Fevicol is
carpenter peers at the can of perched. The man on screen is
Fevicol he has picked up. still dangling over the chasm.
Slowly, he turns... "Chodna nahi..."
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6.5 Attracting competitor’s customers
1. Free Shipping
People love the convenience of shopping online. But they don't like paying for
shipping. Offer your customer free shipping and you'll generate more sales than you'll
lose in shipping costs.
Tip: When developing your free shipping special, consider a minimum order amount
before the free shipping offer kicks in.
2. Discounts
Who says 10 percent doesn't go a long way? Discounts can help you obtain long-term
customers the easy way.
3.Gifts
If a customer orders an item you specify or a minimum amount of products/services,

give them a special gift. The gifts you give don't have to cost too much. They're just a
way for you to show your customers your appreciation for their business.
4.Specials
Having different specials every month gives customers a variety of reasons to keep
coming back. Give your specials a variety so they can appeal to all customers. For
instance, you wouldn't want to offer a free coffeemaker with every dishwasher
purchase month after month after month.
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5. No Payments
If you can offer financing or delay someone's payments for a period of time, this is an
excellent way to get people in your store. Be sure you have the proper financing
restrictions and policies in place before offering this option to your customers.
6. Easy Billing
Splitting your billing into two or more easy payments for your customers gives
customers more of an incentive to make expensive purchases.
7. Giveaway
Giving away products drives people to your store with little to no cost to you. You can
require customers to have to fill out an entry form for your giveaway in person to get
them in your store.
8.Sale
The most basic of advertising opportunities is often the most overlooked. Having a
sale requires advertising through outside mediums but if your sale is good, customers
will flock to your store with wallets in hand.
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6.6 Requirements for a creative advertisement
After doing the study on advertising, I think that the perfect advertising is the
advertising which should atleast contain the following things after planning and doing
research on the customer preference:-
Jingle and signature tune:
Jingles are like a song therefore it is more likeable by Indians. It is easy to remember
the product which has jingle in its advertising and it sounds nice. Most of advertisings
that have signature tunes are successful in the market so it is useful. And also
signature tunes are now used as a ring tones which makes other people also aware
about the product. (Jingle - Cadbury and signature tune - Airtel)
Use different modes of advertising:
Using different modes of advertising makes chances of aware of products in a large

scale. Modes like online, TV serials and show, billboards, standard newspaper,
magazines, word of mouth, etc give a desired publicity to a product. More use of
modes may increase initial cost but it gives good return to new product.
Location:
If advertising has to be made within the home than its condition should well enough
because its reflect the company image. Its environment should look comfortable. If
the advertising has to shoots at outdoor then city or foreign frames is a good option
because it gives advertising a rich business culture and in many country it is cheap to
do advertising because of tax break (Bangkok, Prague, Dubai, etc).
Advertising in sports:
The FIFA and the Cricket are the medium through which the millions of people are
connected to the advertising. The advertising shown at the time of India and Australia
match has a same effect as the advertising shown during FIFA. In India cricket is
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much liked as compared to other sports so it is to be used for promotion. (Ford fiesta-
MOM, Nike, etc.)
Brand ambassador:
Shahrukh, Amitabh, Aishwarya, Aamir, Sachin, Dravid, Sania, Dhoni and John are the
brand ambassadors who are popular and make the product sale through their
advertising. The personality other than this had not make good effect on their own.
The survey by TAM Media says that this above mentioned personality has a good
effect not only on men but also on women and kids. In the Promo Survey 2006, which
analysed buying behaviour, said 52% of respondents or consumers think that
celebrities make brands popular. 40% changed their buying behaviour based on the
celebrity endorsement. 52% customers believe that a brand should always have a
brand ambassador.
Innovation in advertising:
Advertising should also be published through innovative media like outdoor

campaign, advertisings in the serials and show (Kit Kat), use of that product in a
movie (Virudh-Calcium Sandoz, Bournvita-Koi mil gaya, Motorola-Don, etc), streets
play (Airtel), give advertising on the another product (‘rang de basanti’ printed on the
coke bottles), advertise through SMS or Free Promos, neon, etc because it attract the
target people at cheaper cost.
Different advertising for rural areas:
Rural people are more attentive towards the advertisings which are non-traditional.
The word of mouth particularly by the main person in that particular area is one of the
best methods in rural areas. Many company had use different strategies for expanding
their market in rural (Mortein, Asian paints, Fevicol, Cadbury, etc)
Animation or icon:
Animation in advertisings has given a positive response to an advertising industry.

Many advertising with an animation character or icon are known on the basis of
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animation character or icon (Eveready- ‘billi chaap’, Energizer-‘bunny’, Scrat in

Horlicks etc.)
Colour theme:
A particular colour should be used as a theme for the product so that whenever a
person see that colour he get a click in his mind about the product feature (scooty -
pink, bike-black fear, etc.).
Different advertisings for different regions:
The advertising shown in south and west should be with their culture and with rocking
sound, whereas the advertising in north and east should be of soft theme. In south their
local hero should be used and in north and west bollywood star should be used and in
east tellywood star should be taken.
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7. Analysis & Interpretation
7.1. Table showing gender and age
Table 1.1
Age Group Male Female Total

15 - 25 13 7 20
26 – 35 12 8 20
36 and above 4 6 10
Total 29 21 50
Interpretation:
Survey conducted which targeted 50 people from which 29 were male and 21 were
female.
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7.2. Most appealing element in an advertisement
Table 1.2
Responses No. of Respondents Total Percentage

Color 12 24%
Logo 7 14%
Music 12 24%
Slogan 19 38%
100%
Interpretation:
According to the graph, thirty eight percent of the respondents find slogans in an
advertisement are more attractive as compared to color, logo and music.
7.3. Most appealing advertisement
Table 1.3

Protest against something 8 16 %
Reminder call
2 4%
Spread awareness
11 22 %
Sell a product
23 46 %
Invite for an event 6 12 %
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100%
Interpretation:
As seen in the graph, forty six percentage of the respondents find that advertisement to
sell a product is more appealing than the other factors.
7.4. Basis of trust in an advertisement
Table 1.4

Statistics shown 11 22 %
Guarantee/ Warranty 16 32 %
Professional consultant 6 12 %
Feedback from consumer 17 34 %
100%
Interpretation:
As seen in the graph, people trust an advertisement more on the basis of Guarantee or
warranty and feedback from a consumer than statistics shown or featuring a
professional consultant.
7.5. Does multiple usage of languages in an advertisement attract you?
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Table 1.5

Yes 9 18 %
No 41 82 %
100 %
Interpretation:
From this graph we can see that eighty twp percentage of the respondents do not find
multiple usage of languages in an advertisement attractive, they would prefer a single
language.
7.6. Which element featuring in an advertisement makes it more appealing?
Table 1.6
Responses No. of Total Percentage

Respondents
Complementary 15 30 %
Product
Discount 11 22 %
Money back policy 24 48 %

100%
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Interpretation:
According to this graph, people find an advertisement featuring money back policy
more attractive over complementary product or discounts.
7.7. Which ads are more attractive?
Table 1.7

Picturization 16 32 %
Visual Display 23 46 %
Content spoken 7 14 %
Tagline/ slogan 4 8%
100 %
Interpretation:
The graph shows that the visual display of an advertisement is more appealing than the
picturization, content spoken and slogans used.
7.8. Which of these advertisements you remember seeing recently and are more
appealing?
Table 1.8
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Advertising

Blackberry 26 52 %
Cadbury 11 22 %
McDonalds 10 20 %
Cricket IPL 3 6%
100 %
Interpretation:
From this graph it is clearly visible that the blackberry advertisement is most famous
amongst more than fifty percent of the respondents.
7.9. What type of advertisement do you prefer?
Table 1.9

Audio 1 2%
Video 3 6%
Both 46 92 %
100 %
Interpretation:
1
Advertising
As seen in the graph, ninety two percent of the respondents prefer an audio visual
advertisement over either only an audio or video advertisement.
1
Advertising
7.10. Which company’s jingle is most catchy?
Table 1.10

Docomo 11 22 %
Mentos 2 4%
Nirma 27 54 %
Blackberry 10 20 %
100 %
Interpretation:
According to the graph, the Nirma jingle is most famous among the customers. While
blackberry and docomo has had a little impact on customers. It shows that fifty four
percentage of the respondents find the nirma jingle most catchy.
1
Advertising
7.11. Advertisements are more effective through…
Table 1.11

Televison 25 50 %
Radio 3 6%
Print Media 8 16 %
Billboard 2 4%
Internet 12 24 %
100 %
Interpretation:
Form the graph we can see that fifty percent of the respondents find television
advertisement most attractive and informative as compared to radio, print media,
billboard or internet.
7.12. Which age group featuring in an advertisement makes it more appealing?
Table 1.12

Children 22 44 %
Youth 17 34 %
Adults 7 14 %
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Advertising
Senior Citizen 4 8%
100 %
Interpretation:
The graph clearly indicates that an advertisement featuring children or youth makes an
advertisement more appealing.
7.13. Would you change your decision based on an advertisement?
Table 1.13

Yes 4 8%
No 46 92 %
100 %
Interpretation:
According to the graph, ninety two percentage of the respondents feel that an
advertisement cannot change their decision.
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Advertising
8. Conclusion
The foundation for creativity is in individual, and so these methods and techniques are
to be taken as tools and stimuli, to give you more freedom of choice and so enhance
and liberate your creative skills.
There is no one right way to be creative. Creativity is a living process with many
possible strategies, and the creative outcomes to which they lead will depend on the
context and the individual. If one person has learnt how to develop really creative
ideas, it stands to reason that everyone else can.
Creative Advertising plays a significant role by creating great advertisings, which in

turn bring huge returns in the form of profits. It influences the customers by providing
true and updated information about the latest products and services available to them.
Creative Advertisements also create awareness among the consumers through
advertisings, environment conservation, health and safety, etc.
The use of correct form of media also indicates the creativity of advertising.
Many companies allot their advertising work to the Advertising agencies that use their
expertise in creating creative advertisings. Each and every employee in the agency
participates and provides best of their expert knowledge in bringing out advertising
“great advertising”. The use of punch line, the words, the colors, the endorser, the
cultural theme, the sound, etc. are the essential parameters that go advertising long
way in deciding the creativeness of advertising.
Different companies different strategies for making a creative advertisement. An

attractive advertisement can act as a tool to attract competitors.
9. Bibliography
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Advertising
A. Books:
• Production and creativity in advertising

- Evans R. 1988 Pitman Publishing
• Creative advertising
- Mario Pricken
• Ogilvy in Advertising
- David Ogilvy
B. Websites:
• www.economywatch.com/world-industries/advertising/trends.html
• www.agencyfaqs.com
• www.advertising-in-india.com
• www.knowthis.com/principles-of-marketing-tutorials/managing-the-
advertising-campaign/evaluating-advertising-campaign-results
• www.suite101.com/article.cfm/advertising/28201/1
C. Images:
www.google.com
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10. ANNEXURE
10.1 QUESTIONNAIRE
St. Andrew’s College of Arts, Science & Commerce

Questionnaire
Topic: Study on Creativity in Advertising

Name __________________ Age: ______ Gender:
______
1. Which of these elements is the most appealing in an advertisement?

a. Color
b. Logo
c. Music
d. Slogan
2. Which advertisements are more appealing?

a. Protest against something
b. Reminder call
c. Spread awareness
d. Sell a product
e. Invite for an event
3. What is the basis of trust in an advertisement?

a. Statistics shown
b. Guarantee/ Warranty
c. Professional consultant
d. Feedback from consumer
4. Does multiple usage of languages in an advertisement attract you?

a. Yes
b. No
5. Which element featuring in an advertisement makes it more appealing?

a. Complementary product
b. Discounts
c. Money back policy
6. Which ads are more attractive?
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Advertising
a. Picturization
b. Visual display
c. Content spoken.
d. Tagline/ slogan
7. Which of these advertisements you remember seeing recently and are more
appealing?
a. Blackberry
b. Cadbury
c. McDonald’s
d. Cricket – IPL
8. What type of advertisement do you prefer?

a. Audio
b. Video
c. Both
9. Which company’s jingle is most catchy?

a. Docomo
b. Mentos
c. Nirma
d. Backberry
10. Advertisements are more effective through….

a. Televison
b. Radio
c. Print Media
d. Billboards/ Hoardings
e. Internet
11. Which age group featuring in an advertisement makes it more appealing?

a. Children
b. Youth
c. Adults
d. Senior citizen
12. Would you change your decision based on an advertisement?

a. Yes
b. No
10.2 Articles:
1
Advertising
Article 1
Creativity in Advertising - elements of creative advertising and roles in
organizations
Nov 8, 1999 - © Swapan Brahmachari
It is obvious that by 'creative' we general mean the words and pictures, the sound and
the music, the models that are projected and maybe, even associations with such
sports, films and other personalities who typify such role models. This is
understandable. After all, these are the most visible elements of advertising. These are
what influence us as customers. Creativity, as generally understood, is only one, even
if a very important component of advertising. What is more, at the very beginning i
must point out that all the talent that creative young aspirants for jobs in advertising
talk of are not sufficient for an entry into this highly demanding profession. On the
other hand the opportunities that the profession offers are more varied and creativity
more challenging in a wider sense of the term. In this context, it is necessary to be
clear about what creativity really means. 'To create' according to the Oxford dictionary
means "Bring into existence, give rise to; originate."The word creation means" All
created things products of human intelligence, especially of imaginative thought;"
'creative' means: "Creating; able to create; inventive; imaginative; showing
imagination as well as routine skill" Of course, even the dictionary definition refers to
an actor creating a part or a product created by a designer. The essential elements of
creativity are really imagination and inventiveness disciplined by routine skills.
In advertising on has a diverse range of jobs to choose from, to suit one's inclination,
talent and personality. The choice of working in an organization that manufactures
certain goods or provides certain services, to look after the advertising of these goods
or services would demand a particular kind of skill and interests. One can choose to
work in a organization that creates advertising and distributes advertisements through
different media. In such an organization there is a wide variety of jobs calling for
different types of skills and creativity. To make the matters easier, one has to start with
simple definitions. The manufacturer or provider of goods and services would be
3
Advertising
refereed to at this stage as advertiser or, may be, the marketing organization. The
organization providing advertising services is the advertising agency. And advertising
is itself communication link between the product or service and the consumer; hence,
between the producer and the consumer. The media of course would include
newspapers and magazines, radio, television, posters and everything that can be used
to inform the customer about the product or service. Another expression that we shall
be using at that stage is the market. After all, all goods and services are brought and
sold in the market-not necessarily only a bazaar or a village fair, but also shops or
retail outlets as they are called. In advertising we talk of the markets to mean really the
consumers. The producer of good or services markets it's products and hence is
referred to as a marketing organization. There are job opportunities in these areas in
the field of advertising and advertising related services. There is more. Today one can
setup one's own shop specializing in one particular area of advertising or advertising
related activity. This would call for a combination of many talents and different types
of creativity.
Article 2:
“ What’s The Future Of Advertising”
After Hours Correspondent DNA
Tuesday, November 08, 2005
It cannot be denied that as one of the most rapidly growing professions in India -
advertising - is undergoing a lot of change. To tap these changes, to incorporate
consumer and media perspectives, and to celebrate their 60-year existence in the
industry, the Advertising Agencies Association of India (AAAI) is organising a three-
day symposium discussing the future of advertising in India.
2
Advertising
Primarily focusing on traditional and contemporary methods in advertising, the

symposium will include consumer reactions and influences with respect to the
profession. “Predominantly, we are trying to identify the current challenges in
advertising and the different ways to meet them. The industry per say is witnessing a
lot more ways to reach out to their consumers like MMS, blogs, the internet, and ad
guys need to catch up on these new techniques,” says Colvyn Harris, CEO, JWT India,
who is also one of the keynote speakers during the event.
Targeted towards the burgeoning and existing advertising, media and marketing
professionals, the symposium will examine the future consumers, communication
challenges and new media. “The industry today needs a thrust and much greater
recognition in the international scenario. Though it has been advancing rapidly, there
needs to be a lot more effort to speed up the growth,” says ad man Piyush Pandey,
who will be addressing the event with respect to positioning of advertising beyond
boundaries. The symposium will attract a galaxy of eminent speakers (including the
minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who
will share their unique perspectives on the future world in the areas of connecting with
audiences.
1
Advertising
Article 3:
“Agencies Need To Think Creatively”
PTI [FRIDAY, NOVEMBER 11, 2005
MUMBAI: Advertising agencies in India should come out of their traditional

styles and start thinking "out of the box" in order to push the creative
frontiers to new heights, Piyush Pandey, a well-known advertising expert
said on Friday.
"We have to struggle to see that the good ideas are accepted by the
clients, and see the day of the light and eventually converted into a real
creative Ad," Pandey, Executive Chairman and National Creative Director
Ogilvy said at a symposium, organised by Advertising Agencies Association
of India (AAAI) here.
"Instead of convincing the clients, we always make excuses that the client
does not accept the new idea or say why tinkle around with the idea that is
working, as sales figures are doing well," he said. "This very attitude has to
be changed and the creative people should come out with ideas that touch
the psyche of a common man and see to it that they convince their clients
about the non-conventional ideas and give their gut feeling a chance",
Pandey said.
He was of the opinion that the advertising community should develop a

habit of not seeing beyond the obvious, and starts seeing beyond the 30
yard circle in cricket field, "so that we could clear that and see the
boundary lines".
"We, as creative people, should always do constant soul searching to do

things better and in a different manner and not think of any framework
and boundaries to restrict our creativity", he said and gave a recent
example of the Hutch ad's with the `Chhota Recharge' offer.
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Advertising
Article 4
“Piyush Pandey Adds Another Feather To His Cap”
The Indiantelevision.com Team
(13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy & Mather
group president and national creative director Piyush Pandey who is moving from
strength to strength. Pandey has bagged yet another international award. This time he
has been judged the 'Creative Person of The Year Asia Pacific for 2002,' by Hong
Kong based Media Magazine. The award comes in recognition of his contribution to
the advertising industry and efforts to raise the creative standards across the industry.
“It’s an achievement for us as well as (for) India. We are happy that India has made its
mark at yet another global forum.
And we're sure many more Indians will walk this floor," Pandey was quoted as saying
in The Times of India.
Ogilvy & Mather has bagged quite a few awards this year: the most memorable one
being the Gold Lion in the press and poster category for its `Second-hand smoke kills'
anti-smoking campaign for the Cancer Patients Aid Association (CPAA); and silver
for the òverloaded bus' spot for Fevicol, at the Cannes Lions, International
Advertising Festival held in June this year. The anti-smoking ad also won a silver
Pencil at the One Show 2002 and a bronze at the Clio Awards 2002.Similarly, Pidilite
Industries Limited --- the makers of Fevicol ---- has won several international
advertising awards.
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Advertising
10.3 Images

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Study on Creativity in

Introduction and Research Methodology

Advertising is a form of communication intended to persuade an audience (viewers,

Commercial advertisers often seek to generate increased consumption of

1. The organization benefits from the advertisement campaign.

1.3 Research Methodology

1.3.1 Collection of data

The research data used is of two types:

1.3.2 Research Instrument

1.3.3 Making the sampling plan

1.3.4 Research limitation

Overview of Advertising Industry

Advertising industry is a rapidly growing industry and determines to a considerable

2.1 Advertising industry-facts:

• Movies, Internet, Print Media, broadcasting constitute 0.99% in approximately 57

• It was observed that expenses incurred on advertising in the European countries

A. On line Advertising Industry:

Online advertising industry is expected to be stable and manifest an upward trend in

B. Outdoor Advertising Industry

Outdoor advertising industry plays an important role in determining the economy of

Outdoor advertising industry and employment:

In addition to generating revenue for the country, it also provides employment

Accessing product information:

C. Advertising Industry Trends

Advertising industry trends in different media:

magazines to 26,960 by 2007 end. It is apprehended that a decrease is likely to occur

D. Advertising Industry Report

Advertising companies in the industry:

Advertising industry reports indicating risks involved in the advertisement

2.2 Creative Advertising Campaign

An advertising campaign is a series of advertisement messages that share a single idea

The critical part of making an advertising campaign is determining a champion

Creating an advertising campaign

A. Setting the Advertising Objective

A. Setting the Advertising Objective

As we noted in the Promotion Decisions tutorial, marketing promotion, which

Message About Other Promotions – Advertising often works hand-in-hand with

Message About Distribution – Within distribution channels, advertising can help

B. Setting the Advertising Budget

Organizations use several methods for determining advertising budgets including:

What is Affordable – Many smaller companies find spending of any kind to be

C. Selecting Media for Message Delivery

Selecting Media: Creative Options

Selecting Media: Creative Costs

Selecting Media: Market Reach of Media

Channels Served - This dimension relates to whether a media outlet is effective in

International – Does the media outlet have multi-country distribution?

National – Does the media outlet cover an entire country?

Individual – Does the media outlet offer individual customer targeting?

Selecting Media: Message Placement Cost

Creative development is one of two major spending considerations for advertising.

measured by number of readers, and for websites audience is measured by number of

Audience Type – As we have discussed many times in the Principles of Marketing

Characteristics of the Advertisement

• Run Time (e.g., length of television or radio ads )

Selecting Media: Length of Exposure

Selecting Media: Advertising Clutter

Selecting Media: Response Tracking

D. Creating an Advertising Message

Effective communication requires the message source to create (encoding) a message

• General Message Factors

General Message Creation Factors

Overall Advertising Objective – As mentioned, the objective of the advertising