creativity in advertising by asst prof. jonlen desa

CREATIVITY IN CREATIVITY IN ADVERTISINGADVERTISING

ASST PROF. JONLEN DESAASST PROF. JONLEN DESA

CREATIVITYCREATIVITYThe ability to create something new or bring into

existence something original is called creativity. creativity. Innovation & Creativity are not the same.Creativity means bringing a new idea into

existence, while innovation means putting new ideas into practice.

Innovations are creative ideas put into practice.Creative people use the right part of the brain more

because they are more imaginative.

DEFINITIONDEFINITION“Creativity is the ability to develop new

ideas that produce desired”Albert Wesley

CREATIVITY IN ADVERTISINGCREATIVITY IN ADVERTISINGCreativity is the heart & soul of advertising. It is what gives life to messages about products and

services.In its absence, ads would be boring or insignificant

in the hearts and minds of target customers. Creative advertising needs to be imaginative,

intelligent and catchy.Creative ads stimulate demand & creates that urge

to purchase a product.

CreativityCreativity

ROLE OF CREATIVITY ROLE OF CREATIVITY Creativity helps advertising to inform.

Creativity helps advertising to persuade.

Creativity helps advertising to remind.

Creativity helps advertising to remember.

CREATIVE CREATIVE VISUALIZATIONVISUALIZATION

The process of visualization is literally imagining or seeing things in your mind. 

It is the process of forming a vibrant and detailed picture in one’s mind of whatever one wishes.

Whatever one conceives, one can achieve.Helps in achieving goals that one has visualized.

Visualization is a mental process in which the creative team led by the art director and copywriter determines the arrangements of various ad elements in advertisement.

CREATIVE CREATIVE VISUALISATIONVISUALISATIONThe visualization process is shared by the copywriter

and the creative director of visualization. They decide:

Whether people should be featured; what they would be doing;

What will be the background?Should photos be used?How large the headline should be?What components should make the final copy?

ELEMENTS OF CREATIVE VISUALISATIONELEMENTS OF CREATIVE VISUALISATION

SlogansPricePackageSeal of approvalBorderQuality marks

CREATIVE VISUALIZATIONCREATIVE VISUALIZATION

Once they become clear about the components or elements they will include, they foresee their relevance to each other.

How they would be placed in the copy? How the final product (advertisement copy) will look like?

Essentially it is a mental process of creating mental images of a well balanced whole, made up of different elements.

CREATIVE VISUALISERCREATIVE VISUALISERA Creative Visualiser is a person involved in

creating, developing and designing the creative message of the advertisement copy.

He mentally visualizes the advertisement.

QUALITIESQUALITIESCreative, Imaginative, , Innovative,

Intelligent, Flexible etc.

PROCESS OF CREATIVE PROCESS OF CREATIVE VISUALISATIONVISUALISATION

1. Define the problem2. Detailed study of the problem3. Verification of new idea4. Concrete follow-up actions

CREATIVE PYRAMIDCREATIVE PYRAMIDCreative pyramid is a model that helps advertising

personnel to convert a big idea into physical or commercial ad on newspaper or TV.

Differs from product to product.The main aim of advertisers is to remind, inform

and persuade customers to purchase the product.It wants customers to take action quickly.Consumers are made aware of a need (problem)

and that there is an available solution to solve the problem. (E.g: Real Estate)

The creative pyramid consists of 5 components.

CREATIVE PYRAMIDCREATIVE PYRAMID

AIDA PROCESSAIDA PROCESSThe AIDA formula was presented by E. K.

Strong.A=ATTENTION (Maximum)

I= INTERESTD=DESIREA=ACTION (Minimum)

To persuade people to do something, you need to grab their attention, interest them in how your product or service can help them, create the desire within them for your product and then persuade them to take action to buy your product.

1. ATTENTION1. ATTENTION

Attracting customer’s attention is important.The ad which “catches the eye” attracts attention.Attention getting methods include the following:

Size, Animation, Colour, Contrast, Background, Position, Personality, Headline, Picture or Cartoon.

2. INTEREST2. INTERESTShift from “eye to the mind”.Advertiser should be aware of the psychology

of the person and buying motives.He should see that the viewer is still interested

in the advertisement.At no point, he or she should be bored.Keep customers interested by explaining

things that are relevant to the customer.

3. CREDIBILITY3. CREDIBILITYDeserving praise.Claims to be supported by facts.Advertisers present test results to justify product

claims.Film stars or sportsperson used as brand

ambassadors to advertise for various brands.

4. DESIRE4. DESIREMain job of advertising is to transform interest

into desire in the customer’s mind.Advertisers should help customers understand

how your product can help them in a real way.The main way of doing this is by appealing to

their personal needs and wants.Methods for creating desire include:

Presenting benefits, procedure for using the product, emphasizing exclusive features, show troubles that can be avoided by using the product.

5. ACTION5. ACTIONUltimate aim is to make customers take action.Last stage in response to the advertisement.It turns prospects into customers.Action involves making calls, placing orders,

visiting the store and finally purchasing the product.

For this purpose, a company should give its contact number, e-mail id, address etc.

Success or failure of the advertisement depends on this step.

Methods include: Giving gifts, free samples, demos or use of catchy phrases like “ Buy Now, Limited Stock, Sale etc”