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Creative Strategy

The document discusses the importance of creativity in advertising strategy and tactics, emphasizing the need for innovative ideas that resonate with consumers while satisfying client expectations. It highlights the balance between creative and effective advertising, noting that many award-winning ads fail to boost product sales. Key determinants of advertising creativity include divergence and relevance, with factors such as originality, flexibility, elaboration, synthesis, and artistic value contributing to an ad's uniqueness.

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35 views8 pages

Creative Strategy

The document discusses the importance of creativity in advertising strategy and tactics, emphasizing the need for innovative ideas that resonate with consumers while satisfying client expectations. It highlights the balance between creative and effective advertising, noting that many award-winning ads fail to boost product sales. Key determinants of advertising creativity include divergence and relevance, with factors such as originality, flexibility, elaboration, synthesis, and artistic value contributing to an ad's uniqueness.

Uploaded by

nikhil.gupta24m
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Creative Strategy: Planning and Development

Advertising Creativity

Creative Determining what the advertising


Strategy message will say or communicate

Creative Determining how the message


Tactics strategy will be executed
Advertising Creativity
• Difficulty - innovative ideas
• that satisfy risk-adverse clients
• set the product or service apart from the competition.
• Ideally, ads and commercials appeal to, and often create or shape, consumers’:
• Problems
• Desires
• Goals
• Becoming difficult – come up with “big idea - central theme of campaign”
• break through the clutter and
• strike a responsive chord with the target audience.
The Importance of Creativity
Best ads of all time?

• Advertisers – not award-winning ads – but ads that move product.

• Balance - b/w creative advertising & effective advertising.

• Many ads have won awards for creativity - failed to increase product sales.

• Advertising & marketing people - agency creative people - concerned with creating ads that
win awards than ads that sell their clients’ products.
Different Perspectives on Creativity?

Is creative only if it Ad creativity is in its


sells the product artistic value and
originality

Managers Creatives
Determinants of Creativity
• Advertising creativity:
• Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to
communication problems.

• Two central determinants:


• Divergence.

• Relevance.
Determinants of Creativity
• Divergence is the extent to which an ad is novel, different, or unusual.
• Achieved through

Originality

Flexibility

Elaboration

Synthesis

Artistic Value
Determinants of Creativity

• Divergence factors:

• Originality… ad elements - rare, surprising, or move away from the obvious and
commonplace.

• Flexibility… ad contains different ideas or switches from one perspective to another.

• Elaboration… ad has unexpected details or finish and extends basic ideas so they become
more intricate, complicated, or sophisticated.

• Synthesis… ads combine, connect, or blend normally unrelated objects or ideas.

• Artistic value… ad has artistic verbal impressions or attractive shapes/colors.

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