Unit 4

Advertising Creativity

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 AFTER STUDYING THIS UNIT, YOU SHOULD
BE ABLE TO:
OBJECTIVES

1. Understand the creative thinking process.

2. Assess the alternative creative strategies.

LEARNING

3. Analyse the various aspects of copy writing.

4. Discuss the concept of art direction.

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 Introduction
Behind every successful advertisement is an
idea, for which the creative department is
responsible.

In this unit, we will explore what is meant by

creativity, particularly as it relates to advertising,
the creative strategy development process.
 What is creativity?

Creativity is a mental and social process

involving the generation of new ideas or
concepts, or new associations of the creative
mind between existing ideas or concepts,

creativity is fueled by the process of either

conscious or unconscious insight.

Creativeness is simply the act of making

something new.
What is creativity cont
Involves combining two or more previously
unconnected objects or ideas into something
new.

Is a step by step process rather than the

result of human intuition

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Creativity in Marketing

What We Create
Creating Added Value

Creativity in
# Advertising
# Public Relations
# Sales Promotion
3 Main roles of creativity in advertising

1. Inform

2. Persuade

3. Remind

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1. Creativity to Inform
Creative ads are more vivid, attract the
consumers attention, maintains interest, and
stimulates consumers thinking.

Commonly used techniques: play on words,

visual or verbal metaphors, image
composition, pose of the model.

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2. Creativity to persuade
Use of modern myths and heroes to motivate
consumers action (energizer bunny, green
giant) : helps to establish a unique identity for
the product in the collective mindset.

The verbal message is reinforced by the

nonverbal elements of the ad (color, layout..)
to increase vividness, stimulate consumers
and motivate them to buy

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3. Creativity to Remind
By using creative ads, brands can convey
their message and remind consumers in an
interesting and entertaining way so that the
consumers wont be bored with repetitive ads
of the same brand.

Any examples you remember??

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Essential Elements of Creativity
The essential elements of creativity are
a) imagination

b) Inventiveness

c) inspiration
Purpose of using creativity in advertising

1. To draw viewers attention

Ads must be Funny
Purpose of using creativity in advertising cont...
2 . To create interest
Creative team members

Radio Team:

Voice Talent
Announcers

Actors

Singers

Composers
& musicians
Recording Studios &
Engineers
Creative team members cont.
Print Team Members:
Electronic pre-production
Art buyers
Photographers
Illustrators
Printers
 Creative team members cont

Television Team Members:

Agency Producers
Production Houses
Art Directors
Creative directors
Actors
Editors and
Post Houses.
Advertising Creativity
There are various ways to convey an
advertising message, but underlying them all
are a creative strategy that determines what
the message will say or communicate, and
creative tactics for how the message strategy
will be executed.

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 Advertising Creativity cont

Creative Determining what the advertising

Strategy message will say or communicate

Creative Determining how the message

Tactics strategy will be executed
 Youngs Creative Process
Get raw material and data, and immerse
Immersion
yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination Eureka! I have it! phenomenon

Study the idea, evaluate it, reshape it for

Verification
practical usefulness
Wallas Creative Process Model

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting Problem
the Idea Aside
 The Perpetual Debate

Only artistic
It isnt creative if it
value and
doesnt sell
originality count

Line
Managers
Artists
Formulating Strategy:
Writing the Creative Brief

Issues to Consider Elements of the Brief

Who? Objective
Why? Statement

What? Support
Statement
Where?
Tone or
When? Brand
Character
How? Statement
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 Guidelines in constructing a creative brief
What is the background of this job?
What is the strategy?
What is our task on this job?
What is the corporate or brand positioning?
What are the clients objectives for this job?
Who are we talking to?
What do the target consumers currently feel/think about
our products?
What do we want them to feel/think about our products?
What do we want them to do?
What is the single minded proposition?
Why should our audience believe in this proposition?
How should we be speaking to them?
 Alternative Creative Strategies
Various alternative creative strategies that can
be pursued include:-
Generic strategy
Pre-emptive strategy
Unique selling proposition (USP) strategy
The brand image strategy
The positioning strategy
The resonance strategy, and
The emotional strategy.
1. Generic Strategy

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Style and appeal

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The Only Rule in Advertising

There are no rules

Q&A

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