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Advertising has a very important and vital role in the image building and marketing of products and or services in this rapidly changing competitive world. In this lecture we will explain the creativity in advertising, its meaning aspects and different steps in the creative process.
Simultaneously we will also explore the concept of research along with how to create major
selling ideas and style of selling. This will help in understanding various creative stages and
their importance
CREATIVITY IN ADVERTISING
Creativity is at the heart of everything we do our ability to transform strategic thinking into ideas enables us to develop creative communications that work in the market whether it is print,
radio or television add, a corporate broacher or an annual report creativity makes our work standout.
Creativity means being novel and appropriate. It is the ability to generate fresh unique and appropriate ideas that can be use as solution to communication problem.
There are three difference stages of creativity in advertising namely, create, creation and creative.
CREATE: It means to bring something in to being and originate a new and unique idea.
CREATION: After the process of creating or originating a new idea be created original
product of human invention or imagination leads to creation.
CREATIVE: In order to understand the creativity or being creative can be translated into
seeing same thing as everybody else but thinking differently.
Three aspects are most accepted:
For advertising being creative three aspects are universally most accepted these are the creative process, creative person and in this perspective the creative situation. These aspects are
explained below:
The creative process. It means receiving most of attention, focusing on mechanism &
phases involved during the process one partakes in a creative act.
The creative person. This relates to the personality traits of creative people who are
responsible and central to this process.
The creative situation. In this situation the criteria & characteristics of creativity are
considered to provide workable, acceptable and practical aspects of the situation.
Four Rules of Creativity:
There are generally four basic rules to be kept in mind during the creativity process these are
mentioned below:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product in the centre of the commercial.
THE CREATIVE PROCESS
To understand the creative process it is essential that the different avenues and steps of this may
be identify and understood there are five different steps in the effort of the creative process:
•IMMERSION This tantamount to gathering raw material information throughbackground research and immersing yourself in the problem
•DIGESTION -- This means taking the information, working with it and thinking about it in the mind.
•INCUBATION ¬ This step helps you to put the problem out of your conscious mind and putting the information to do the work.
•ILLUMINATION ¬ As a result of first three steps the birth of an idea takes place.
•VERIFICATION ¬ Basically the purpose of this step is to study the idea to see if its
still looks good or solve the problem and subsequently shaping the idea for practical
benefit.
BACKGROUND IN RESEARCH:
The creative specialist has to use informal fact finding techniques to learn as much as possible
about the client product or service and in this respect five different aspects as detailed below
should be kept in mind:
1. Reading anything & everything related to product or market.
2. Asking everyone involved with the product e.g. designers, engineers etc.
3. Listening to what people are saying.
4. Using product or service for familiarity.
5. Understand people being reached.
MAJOR SELLING IDEAS:
An important part of creating strategy is determining the central theme which will become a
major selling idea of the add campaign. In order to be effective an add campaign must contain a
"big idea" that attracts the consumer attention, gets reaction and sets the product or service
apart from the competition. Some of the best known approaches are as follows:
1. Using unique selling proposition.
2. Creating a brand image.
3. Finding the inherent drama.
4. Positioning.
USING UNIQUE SELLING PROPOSITION:
Following three characteristics of unique selling propositions are given below:
3 characteristics are essential.
• Each advertisement must make a proposition to the customer. It should say - "Buy this &
you will get the benefit."
• Must be unique either in brand or in claim.
• Must be strong enough to move masses, i.e. pull new customers to your brand.
CREATING A BRAND IMAGE:
In many products and service category competing brands are so similar that it is very difficult
to fine or create uniqueness or benefit to use as the major selling ideas. The creative strategy
used to sell products is based on the development of a strong, memorable identity for the brand