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Ppt-Advertising Creativity Process

The document discusses advertising creativity and the creative process. It explains that creative strategy determines the advertising message, such as benefits communicated. Creativity refers to generating fresh, unique ideas to solve communication problems. The creative process involves preparation, incubation, illumination, and verification steps. Preparation includes research on the product, target market, and branding. Focus groups provide insights. Ideas are then evaluated and refined in the verification stage, resulting in a creative brief that specifies the advertising strategy.

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GRANDHI GAYATHRI 122013603015
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83 views32 pages

Ppt-Advertising Creativity Process

The document discusses advertising creativity and the creative process. It explains that creative strategy determines the advertising message, such as benefits communicated. Creativity refers to generating fresh, unique ideas to solve communication problems. The creative process involves preparation, incubation, illumination, and verification steps. Preparation includes research on the product, target market, and branding. Focus groups provide insights. Ideas are then evaluated and refined in the verification stage, resulting in a creative brief that specifies the advertising strategy.

Uploaded by

GRANDHI GAYATHRI 122013603015
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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ADVERTISING CREATIVITY

ADVERTISING CREATIVITY
• Creative strategy
- Determines what the advertising message
will communicate
Ex: What a shampoo Ad wants to
communicate – Anti dandruff ? Silky?
Strong? Does not break or entangle?
ADVERTISING CREATIVITY

The ability to generate fresh , unique and


appropriate or relevant ideas that can be
used as solutions to communication
problems.
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
• ADOPT, You will receive MORE than what
you give.
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
ADVERTISING CREATIVITY
• The 2-Importantant determinants of creativity
1)Divergence
- Refers to the extent to which an Ad contain
elements that are novel, different, or unusual
2) Relevance
- Reflects the degree to which the various
elements of the Ad are meaningful, useful and
valuable to the viewer or reader.
Objective: To engage the audience interest and
make the Ads memorable for brand recall
PROCESS OF CREATIVITY
 4- Step approach by Graham walls
Preparation-Collecting background information
needed to solve the problem through study
and research
Incubation- Conceiving ideas and develop
Illumination-Identifying the solution from the
ideas developed
 These three are inputs to the creative
process
Verification-Refining the idea to confirm that it
is the right solution
INPUTS OF CREATIVITY
 Preparation - Collecting background
information
• Account executive plays key role in and
help creative specialists
• Discusses with client & creative team how
the knowledge and information gathered
can be used in creative process
INPUTS OF CREATIVITY
Preparation - Collecting background information
A)Background research about
-Product/service of the client
-Target market - Competition
•Sources of information
-Books, brochures, trade, publications, articles,
research reports, trade exhibitions
-Interacting with product designers,
salespeople, intermediaries, consumers etc
- Use the product and become familiar
with it
INPUTS OF CREATIVITY
Preparation - Collecting background information
B) Product specific research
•Consumer research- attitude studies
•Positioning studies
•Lifestyle research- focus group interviews,
Demographic & psychographic profiles
Ex: Problem detection
INPUTS OF CREATIVITY
Preparation - Collecting background information
Ex: Problem detection– Asking consumers about
- Familiarity with the product
- problems bother them
- rating of problems in importance to them
- evaluation of their association with each
problem with different brands.
 It gives creative people ideas regarding
- features to emphasize in the Ad
- guidelines for positioning of new brands etc
INPUTS OF CREATIVITY
- Sticking of a detergent,
- fevicol,
- krack ointment,
- two-wheeler carrying a petro bunk
INPUTS OF CREATIVITY
 Preparation - Collecting background
information
C) Branding research
- Perception of consumers about different
brands
- Degree of association with different
brands
INPUTS OF CREATIVITY
Preparation - Collecting background information
D) Qualitative research
In depth interviews with focus group give
insights about
- client & competitor products
INPUTS OF CREATIVITY
Preparation - Collecting background information
Focus groups
•10-12 consumers from target market are
selected and given a topic of product for
discussion
-Why & how consumers choose a product
-What feature/s are important in choosing
-What they like/don’t like in different brands
-Needs that are not being satisfied with the
existing products in the market
INPUTS OF CREATIVITY
 Focus groups
• What kind of Ads and appeals they like in the
Ads
• What do the Ads mean to them
Listening to the focus groups gives a better
understanding to the copy writers & art
directors
about target consumers for Whom they
develop the Ad
INPUTS OF CREATIVITY
Preparation - Collecting background information

 Ethnographic Research
Observing consumers in their natural
environment.
Some Ad agencies send their researchers
into field and observe consumers.
`
INPUTS OF CREATIVITY
PROCESS OF CREATIVITY
 VERIFICATION
• Evaluates ideas generated during
illumination stage
• Rejects inappropriate and picks up the
best ideas
• Rough copies of layout/story board will be
prepared for the best.
PROCESS OF CREATIVITY
Creative tactics How the message strategy will
be executed?
-Showing the dandruff falling on blazer of a
man why not
in dinner plate at a party?
-Pulling a jeep with long hair of women/
why not
a child pulling the hair of a woman?
-Comb falls smoothly through Woman hair
Let the sunlight reflect from the girl’s hair on
the face of a young man
PROCESS OF CREATIVITY
 VERIFICATION/
At this stage ,a group of target audience will
be asked to evaluate rough creative layout,
to know
• What meaning they understand from the Ad
• How they react to the main slogan
• Selection of brand ambassador is correct
• Whether right features are highlighted to
buy/ think about the brand
PROCESS OF CREATIVITY
• Finally, the process will result in arriving at a
“creative brief”
• Creative brief specifies the basic elements of
the creativity strategy.
It contains
- Problem/Issue the Ad must address
- Ad objectives - Target audience
- Major selling idea(Head) or key benefits
- Creative strategy statement( Ad appeal &
Execution style)
- Supporting information or pictures
PROCESS OF CREATIVITY

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