Creativity in Advertising

When it Works and When it Doesn’t?

Thumb Rule of Effective Marketing:

“Nothing is More efficient than creative Advertising”

Stephan Vogel: Oligvy & Mather, Chief Creative officer

COLGATE Ad.

Why Creative Ads?

•More Memorable

•Longer Lasting

•Gets More Attention

•Less Media Expenditure

•More effective in fetching Customers

•Builds a fan Community…. Faster!!

C0ke Ad.

What is Creativity?

Education psychology literature defines Creativity as Divergent Thinking-“The ability to find unusual and non-obvious solutions to a problem”

Simply put: Thinking out of the box (Thinking different and unconventionally)

Communications Psychology Measures perceived creativity along,

5 Dimensions.• Fluency

• Originality

• Elaboration

• Abstractness

• Resistance to Premature Closure

Dimension 1: Fluency

Number of relevant ideas proposed in response to a given question, checking the imaginative spread.

Ex: “list as many uses as you can for a paper clip”

Dimension 2: Originality

“Checking How uncommon or unique the Responses are”

Dimension 3: Elaboration

“Amount of Details given in a response”

Dimension 4: Abstractness

“It measures the Degree to which a slogan or a word moves beyond being a label for something Concrete”

Dimension 5: Resistance to Premature-Closure

“It measures the ability to consider a variety of factors when processing information”

The Extent of the Advertisement effectiveness can be predicted based on

5Core Aspects

Aspect 1: Originality

• Is the Ad “out of the ordinary”?•Does it departs from the Stereotypical Thinking?• Is it unique?

“FOCUS IS ON THE UNIQUENESS OF THE IDEA”

Olx Ad.

Aspect 2: Flexibility

• Does the Ad contain ideas that move from one subject to another?

• Does it contain different ideas?

• Does it shift from one idea to another?

Aspect 3: Elaboration

•Does the Ad contain Numerous Details?

•Does it extend basic ideas and make them more intricate?

•Does it contain more details than Expected?

Aspect 4: Synthesis

•Does the Ad connect objects that are usually unrelated?

•Does it contain unusual connections?

•Does it bring unusual items together?

Aspect 5: Artistic Value

• Is the Ad Visually or Verbally Distinctive?

• Does it make ideas come to life Graphically or Verbally?

• Is it Artistic in its Production?

One Word: “ EYE CANDY!!!”

MacD Ad.(Artistic Value)

“In the Real World, The longer a Creative Ad is Aired, the More Impact the Creativity has on the Product Sales”

“A Penny invested in a Highly Creative ad Campaign can have much more impact on the sales than the same Penny invested on noncreative Campaign”

Choice is yours!!!

The Dimensions have Varying levels of influence on Sales.

“Originality and Artistic Value Makes the Best Bet”

BUT!!!

Use of Creativity Differs by Category

For Example: In Overall Creativity Score,

Cola/Coffee: 3.60(Customers Seeks High Creativity) Shampoo: 2.62(Customers are more focused on Actual use of

the Product, not the Idealization)

Is More Creativity Always Better?

Ans: “NO”“Creativity is advertisement is Highly Category Dependent”Additional Creativity can Make your Sales go a –ve Route.

Example: A typical Impact on sales, with additional Creativity

Shaver/Coffee: Up by 7.63% Cola/Yogurt: Up by 0.795% Body lotion/Face Care: Down by 1.73%

Make Sure you Understand your Category’s Sensitivity to Creativity before going for a high-priced “Category Refining Campaign”