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Creativity in Advertising
Apr. 14th, 2015
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Who paid attention to the picture?
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Ideas
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“Creativity (in general) is the ability to come up with new ideas that are surprising yet intelligible, and also
valuable in some way”Margaret Boden
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What is an ‘idea’?
: a thought, plan, or suggestion about what to do: an opinion or belief: something that you imagine or picture in your mind
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Thought ≠ Idea
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Thoughts - In mind only.
Ideas - Action oriented.
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Definition of creativity ?
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Creativity is looking at the same things and seeing what no one else sees.
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Why is creativity needed in advertising ?
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Attention -> Liking -> Affinity
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Bad advertising costs as much as good advertising.
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Good advertising is effective advertising.
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Effective = Doing the right things.
Efficient = Doing the things right.
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Effective advertising is doing the right things
with the advertising we plan, create and run.
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What to say? - Advertising Strategy
How to say it? - Creative Strategy
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Creativity is intelligence having fun.
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We are 98 % same…
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