Creativity and Advertising

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Creativity and Advertising
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it takes a big idea to attract the attention of
consumers and get them to buy your product.
unless your advertising contains a big idea it
will pass like a ship in the night.
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Creating Effective Advertising
Achieving Advertising Impact

• Energizer Batteries keep going, and going, and
  going
• Like the drum-beating bunny that reinforces the
  argument

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Advertising
Is neither art nor science, yet in many ways it
uses the mystiques and methods of both art and
science. Its purpose is to persuade and to
sell. The disciplines of the scientist and the
free spirit of the artist blend together and the
result is often entertaining as well as
informative.
creativity
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Shimps Typology of Television Commercial
Executional Styles

• Individual Oriented
• Celebrity Endorser Message of preference,
  liking, personal experience, or personal
  knowledge presented by an individual recognized
  as a celebrity.
• Typical Person Endorser Message of preference,
  liking, personal experience, or personal
  knowledge presented by a noncelebrity.
• Spokesperson A celebrity presents the sales
  message in an announcement format, but no
  testimonial is provided.
• Personality An individual who is the focus of
  the commercial is engaging in some activity but
  is not providing testimonial or verbally
  endorsing the product.

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Shimps Typology of Television Commercial
Executional Styles /2

• Story Oriented
• Off-Camera Video Drama A drama portraying life
  or character by means of dialogue or action is
  performed in the commercial, but the sales
  message is delivered by an announcer not involved
  in the drama (usually unseen by the audience).
• On-Camera Video Drama Primary sales message is
  delivered by the performers engaged in the drama.
• Narration A connected succession of happenings
  (I.e., a story) is depicted in the video, while
  an off-camera announcer discusses the advertised
  product and relates what is transpiring on
  camera. The distinguishing feature between
  narration and drama is a story is told, not
  dramatized.

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Shimps Typology of Television Commercial
Executional Styles /3

• Product Oriented
• Demonstration The dominant aspect of the
  commercial is the demonstration of product
  features.
• Product Display Product is displayed or shown in
  use, but no specific product features are
  demonstrated.
• Technique Oriented
• Fantasy Commercials employing imaginative or
  unnatural plots and characterizations, e.g.,
  talking animals or cartoon characters.
• Analogy The product is compared, by analogy, to
  an unrelated item (such as an animal or a jewel)
  and the analogy is the focus of the commercial.

creativity
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Typologies of Creative Philosophies
Creative Philosophy
Theoretical Base
Agency
Media Mix
1. USP 2. Slice of Life 3. Psychographics 4.
Brand Character 5. Special Affects 6. Intelligent
Risk Taking 7. Infotainment 8. Metaphor
Product Utility Problem Solving People like
People Associative Memory Attention/Anti
clutter Novelty Seeking Hedonistic
(Media) Imagination/Closure
Roser Reeves BBDO Leo Burnett Grey JWT YR Ally
Garagano Bozell
Print Print Full Mix Print Broadcast T.V. T.V. P
rint
Broadcast
Broadcast
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Alternative Creative Strategies
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The Metaphore Process
Creative Solution Process
Product
Message
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Use of Metaphor
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Creative without strategy is called
art. Creative with strategy is called
Advertising.
David Aaker
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Vampire Effect People remember the
commercial But not the product

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A Qualitative Evaluation of Advertisements
Strategic Foundations
Great Creativity and Ideas
Production and Execution
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What Makes Effective Advertising?
Effective Advertising