CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity

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Advertising and Promotion (MKT621)

Lesson 18

CREATIVITY IN ADVERTISING

OVERVIEW

Advertising has a very important and vital role in the image building and marketing of products

and or services in this rapidly changing competitive world. In this lecture we will explain the

creativity in advertising, its meaning aspects and different steps in the creative process.

Simultaneously we will also explore the concept of research along with how to create major

selling ideas and style of selling. This will help in understanding various creative stages and

their importance

CREATIVITY IN ADVERTISING

Creativity is at the heart of everything we do our ability to transform strategic thinking into

ideas enables us to develop creative communications that work in the market whether it is print,

radio or television add, a corporate broacher or an annual report creativity makes our work

standout.

Creativity means being novel and appropriate. It is the ability to generate fresh unique and

appropriate ideas that can be use as solution to communication problem.

There are three difference stages of creativity in advertising namely, create, creation and

creative.

CREATE: It means to bring something in to being and originate a new and unique idea.

CREATION: After the process of creating or originating a new idea be created original

product of human invention or imagination leads to creation.

CREATIVE: In order to understand the creativity or being creative can be translated into

seeing same thing as everybody else but thinking differently.

Three aspects are most accepted:

For advertising being creative three aspects are universally most accepted these are the creative

process, creative person and in this perspective the creative situation. These aspects are

explained below:

The creative process. It means receiving most of attention, focusing on mechanism &

phases involved during the process one partakes in a creative act.

The creative person. This relates to the personality traits of creative people who are

responsible and central to this process.

The creative situation. In this situation the criteria & characteristics of creativity are

considered to provide workable, acceptable and practical aspects of the situation.

Four Rules of Creativity:

There are generally four basic rules to be kept in mind during the creativity process these are

mentioned below:

1. Make the product relevant to customer.

2. It should be promise to the customer.

3. Don't let it stand alone.

4. Always put product in the centre of the commercial.

Advertising and Promotion (MKT621)

THE CREATIVE PROCESS

To understand the creative process it is essential that the different avenues and steps of this may

be identify and understood there are five different steps in the effort of the creative process:

IMMERSION This tantamount to gathering raw material information through

background research and immersing yourself in the problem.

DIGESTION -- This means taking the information, working with it and thinking about

it in the mind.

INCUBATION This step helps you to put the problem out of your conscious mind

and putting the information to do the work.

ILLUMINATION As a result of first three steps the birth of an idea takes place.

VERIFICATION Basically the purpose of this step is to study the idea to see if its

still looks good or solve the problem and subsequently shaping the idea for practical

benefit.

BACKGROUND IN RESEARCH:

The creative specialist has to use informal fact finding techniques to learn as much as possible

about the client product or service and in this respect five different aspects as detailed below

should be kept in mind:

1. Reading anything & everything related to product or market.

2. Asking everyone involved with the product e.g. designers, engineers etc.

3. Listening to what people are saying.

4. Using product or service for familiarity.

5. Understand people being reached.

MAJOR SELLING IDEAS:

An important part of creating strategy is determining the central theme which will become a

major selling idea of the add campaign. In order to be effective an add campaign must contain a

"big idea" that attracts the consumer attention, gets reaction and sets the product or service

apart from the competition. Some of the best known approaches are as follows:

1. Using unique selling proposition.

2. Creating a brand image.

3. Finding the inherent drama.

4. Positioning.

USING UNIQUE SELLING PROPOSITION:

Following three characteristics of unique selling propositions are given below:

3 characteristics are essential.

· Each advertisement must make a proposition to the customer. It should say - "Buy this &

you will get the benefit."

· Must be unique either in brand or in claim.

· Must be strong enough to move masses, i.e. pull new customers to your brand.

CREATING A BRAND IMAGE:

In many products and service category competing brands are so similar that it is very difficult

to fine or create uniqueness or benefit to use as the major selling ideas. The creative strategy

used to sell products is based on the development of a strong, memorable identity for the brand

through "image advertising."

Advertising and Promotion (MKT621)

FINDING THE INHERENT DRAMA:

Advertising campaign can be very effective if it has drama which makes a very interesting and

engrossing e.g. the advertisement of Mirinda drink revolves around the drama that the mother is

so fascinated by the taste of the drink and she doest even recognized her lost son.

POSITIONING:

Any product creates a position of itself in the market. The process which determines what place

will be occupied in the given market with the ongoing products is called positioning. The

markets can position a product, service and ideas in the following ways.

By Price: (Nirma washing powder by claiming same cleaning in lesser price).

By Attributes. (Surf Excel can save two buckets of water).

By ability to surpass competition. (Harpic cleans better than other toilet cleaners).

By application. (Fair and lovely can make the skin fairer in fourteen days only).

By product users. (Shezan is a favorite drink of all children)

By product class. (Malee Juice is the real fruit juice).

STYLE OF SELLING:

Style of selling can be decided according to the nature of the product, the competition and the

target audience. The style of each agency and individual campaign differs in this context there

are two styles of selling in use and are classified as Hard Sell Advertising and Soft Sell

Advertising. The meaning, purpose and classification are illustrated in the chart no. 22 below:

HARD SELL

SOFT SELL

ADVERTISING

It is like ---

Just opposite to hard sell with the

Coaxing the receiver with the immediate

immediate advertising. Wider approach to

Demand to buy the product e.g. buy now

buy the product. Uses suitable approach.

Creating Pressure to buy.

Better as it does not irk the customer.

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