DR J ayashri Kulkarni Creativity in Advertising MeaningCreativity is innovative ability Capacity to create something new Jest of advertising Importancecreativity Innovation Fresh new ideas ID: 999315
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1. Advertising SEM IVModule IIIDR. Jayashri Kulkarni
2. Creativity in AdvertisingMeaning—Creativity is innovative abilityCapacity to create something newJest of advertising
3. Importance--creativityInnovationFresh, new ideasCreates need, demandCreates, develops marketTop of mind awarenessInformationPersuasionPositive attitude
4. Importance—creativity contd….Enhances brand imageHelps to stand dift.Competitive advantageEnhances brand loyalty
5. Creative processStudy product --Collect information—market, competitors brands etc., profile of customers, buying motives, psychological aspectExperience the productDecide objective of Advertisement--Conceptualise ideas---Visualisation—using proper techniquesAnalyse the ideas---Short listing the ideas---Drafting an idea---Production of AD---
6. Creative briefInstructions given by the AD agency to its creative team to secure an Account/ clientRoad map given to Ad agency to come up with innovative and persuasive adsManu../govt/ advertiser-------.Ad agency……creative team----…drafting of advt…….ad agency---client
7. Process--Assignment from the clientUse / experience the productList down the detailsDevelop single minded propositionPlan the content of the BriefSimplify the briefFeedback from the creative directorClients approvalPresentation of brief
8. Visualisation: TechniquesA process of creating a mental image.Techniques :Analysis of competitors AdsBrain storming: discussionStory constructionDivergent thinkingRough LayoutObservationAttribute listingMeditationJuxta position
9. Buying MotivesMotive-----Urge –in the mind---strong desire.Reason behind buying.---emotional reason—creates artificial requirement.Health, hygieneFashion/ craze/trendFestival –relaxation, enjoymentNoveltyDignity/ status
10. Buying Motives--FearSecurityAttractionJealousy/ competitive spiritLove/ affectionSaving/ economy/ greedCuriosityHabitHobby
11. Selling PointsFeatures of product/ service: Design, color, shape, size, promptness, quality, pleasureDesignQualityPriceVarietyReputationLong historyPackageTechnologyGuaranty/ warrantyASSPromptness/ efficiencyComfort/ convenience
12. USP—Unique Selling PrepositionSelective/ unique:
13. Sales appealsPositive Vs. NegativeEmotional Vs. Rational
14. Endorsers---Person / authority suggesting a productTypes :Celebrity : actors, actress/ sportsmen/singers/ dancersProfessionals :lawyers, Dr., Teachers/ professors/Tax ConsultantLoyal Customers : ViewsModels : Radio/ TV announcers : Co. executives : Common People : Cartoon/ animated charactersTrade characters
15. Celebrity as a source of endorsementAdvantages: Popularity Image: brand personalityGoodwillReliability/ credibility increasesSale increasesProfit increasesPsychological impact—imitateBrand equity, loyalty
16. Celebrity as a source of endorsementDemeritsLess popular ExpensiveAll the audience may not have influenceDistraction No guaranty of QualityFalse imageUnethical advertising
17. High involvement product--HIPHigh pricedLong process of taking decisionHigh budgetNeeds planningDurable products : real estate, AC, furnitureShopping goodsModel:Awareness----------Interest/Desire------------Action Cognitive-------------Affective-------------------Conative
18. Low Involvement products: LIPLow pricedNo planningNo budget as suchOn the spot decisionImpulse product: FMCGModel:Awareness----------Action----------------Interest/DesireCognitive-------------- Conative-------------Affective
19. DistinctionHIPHigh price Durable /Luxurious productsPopular personalities—Brand ambassadorsUpper class/ upper middleLess frequent adsHigh status to usersMore time in decisionLIPLow priceFMCGDistinct personalities—Brand ambassadorsBoth upper and Poor classHigh frequency adsNo consideration of status of usersNo much time spent on choice
20. QuestionsWhat is creativity? Explain the procedure involved in creative Advertising.Write a note on creative brief.