This document discusses creativity in advertising and its relationship to sales. It defines creativity as divergent thinking that leads to unusual solutions. Five dimensions of creative advertising are described: originality, flexibility, elaboration, synthesis, and artistic value. Research found that elaboration is most effective at influencing purchases, while flexibility and synthesis are less effective. Pairing originality with elaboration produced nearly double the sales impact of average ads. The effectiveness of creativity varies by product category. While more creativity may not always lead to more sales, tailored creative ads can improve predicting which ads will be most effective.
8. creativity can be
referred to as
divergent thinking
namely, the ability
to find unusual and
nonobvious solutions
to a problem!
9. Creativity in context to marketing:
The extent to which an ad contains brand or executional elements that are
different, novel, unusual, original, unique, etc.
18. Experiments have found that creative
messages get more attention and lead
to positive attitudes about the products
being marketed, however, there’s no
firm evidence that shows how those
messages influence purchase behavior!
19. To, investigate this further, a consumer
survey approach for measuring perceived
creativity along five dimensions was
developed
20. People were trained to rate
advertisements on different
parameters and product categories
like-body lotion, chewing gum,
coffee, shampoo and shavers which
are highly competitive and invest
heavily in advertising.
23. Also that certain dimensions of
creativity are more effective than
others in influencing purchasing !
24. Elaboration had far been the most powerful
dimension when indexed relative to the overall
average creativity, followed by artistic value.
Trailing behind were originality and flexibility,
with synthesis a distant fifth.
25. And an euro invested in a
highly creative ad
campaign had nearly
double the sales impact of
a euro spent on a
noncreative campaign.
26. Most of the companies focus on wrong dimensions in their
campaigns. Moreover, by tailoring the survey model to reflect the
cultural preferences of consumers, companies can dramatically
improve their ability to predict the likely effectiveness of their
creative ads and thus make smarter investments.
27. When used in
combination,
creativity dimensions
had widely varying
effects. Relative
effectiveness shows
the sales uplift a
particular pairing
enjoyed relative to
average effectiveness
28. The most-used
pairing, flexibility plus
elaboration, is one of the
least effective. The most
effective pairing, originality
plus elaboration, had almost
double the impact.
29. Although originality has
little impact on sales on its
own, it appears to play an
important enabling role,
appearing in three of the
four most effective pairings.
34. In some categories like soda and cola,
adding more creativity does not
contribute much to the sales, while,
in categories like shampoo and
detergent putting in more creativity
can work in great favor
39. Increased investment
will usually pay for
itself: More-effective
creative ads will allow
other parts of the
advertisement budget
to be significantly
reduced.
60. Click here
A nice example of originality that affected
the brand equity to great extend!!!
61. Concluding remarks from people around:
Indian advertisements have
successfully evolved as according to
theory mentioned in the article. Very
often we encounter advertisements
that are less of a product promotion
and more of an art !
62. Concluding remarks from people around:
Innovation is there in products like
goods of all kind, but I don’t think,
other marketable commodities like
services, concerts etc. use creativity to
such an extend with such critical
analysis!
63. Concluding remarks from people around:
Creative ads are common these days
but they are done by most of the
foreign companies selling their goods
in India. Companies of Indian origin
are yet to cope up with them