Preview

Creativity Makes Advertising Effective

Powerful Essays
Open Document
Open Document
1639 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Creativity Makes Advertising Effective
Introduction This essay aims at exploring the impact of creativity in advertising and how creative advertisements are more effective in communicating to a target audience. It looks at how creative ads have more impact and how consumers react when the message is delivered in a unique and new way. It particularly focuses on the value that a creative ad can imply for a brand or a product and how it can contribute to strengthen corporate brand image. How a creative ad can build consumer brand loyalty and change his or her mentality towards the firm and strengthen brand loyalty. The first part of essay talks about creativity in advertising. What is creativity in advertising and how does it impact the corporation and how it impacts a consumer. The second part of the essay deals with the investment strategies that different corporations employ in making a creative commercial. the different approaches and marketing strategies employed with the funds available . We also try and understand if it is justified if the clients need to invest their resources and faith in the creation of a “Big Idea‘ . Does a creative ad guarantee success of a product and how it affects sales of a product or brand. Lastly the negative implications of creativity in advertising as to how it sometimes can be misinterpreted and mis communicated.
Creativity in advertising In the advertising industry, the use of creativity is to define a solution to a problem, being new and relevant with your ideas. It is a tool to develop a message which will influence the attitudes and behavior in a persuasive or imaginative way (Bell J, International Journal of Advertising 1992). Creativity in advertising makes advertising more presentable to a consumer. It is a more approachable method of getting the message across to the consumer. On a day to day basis the consumer is bombarded with communication messages throughout the day. Most of the


References: : Stockholm School of Economics, Dahlen M , Rosengren S and Torn F, Journal of Advertising Research 2008, Retrieved from, http://www.warc.com.ezproxy.lib.rmit.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH88425&Tab=A Perceptions in advertising agencies , Scott Koslow Sheila L. Sasser Edward A. Riordan 2003, Retrieved from, http://www.warc.com.ezproxy.lib.rmit.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH86401&Tab=A How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention, Robert G. Heath , Agnes C. Nairn , Paul A. Bottomley , 2009, Retrieved from, http://www.warc.com.ezproxy.lib.rmit.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH90695&Tab=A The end of 'think global, act local ': big ideas are global , William Charnock , 2007, Retrieved from, http://www.warc.com.ezproxy.lib.rmit.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH86041&Tab=A Coke-cola company, 2010, Retrieved from, http://www.thecoca-colacompany.com/contactus/faq/advertising.html
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Evans Unit9Assignment HU345
    • 1419 Words
    • 5 Pages

    Evans Unit9Assignment HU345

    Often varying in message and purpose, commercials and advertisements have proven to be successful forms and methods of mass communication. The goals of advertisements is to appeal to their target audience in an effort to encourage or persuade that demographic to purchase their products and become their customer. Some companies may even have more than one commercial in an effort to reach and persuade those that are outside of their usual demographic to begin purchasing their products. Not only taking into account the obvious message, it is important to also analyze and look into the subcomponents, such as imagery and dialogue, that makes conveying their message successful.…

    • 1419 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Analysis Of Cameron Johnson's Essay 'The Mighty Image'
    • 257 Words
    • 2 Pages

    Analysis Of Cameron Johnson's Essay 'The Mighty Image'

    Advertisement, is a bait that were casually caught on and we don’t realize until where pulled in. This absurd idealistic method of Ad is a continuously changing strategy of producing a new generation of people. For this reason, this industry technique seem to be what shapes us to believe what we want or how we should be in the society. Cameron Johnson clarifies strongly in his essay, “The Mighty Image,” with narrative thoughts that could be provoking the human views from just an image.…

    • 257 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    Geico - Advertising Management
    • 2381 Words
    • 10 Pages

    Geico - Advertising Management

    The average person encounters more than 600 advertisements per day through an expanding variety of media. As GEICO’s V.P. of Advertising, I understand that choices must be made. We simply can not afford to make mistakes. Our ads need to be effective. The basic premise is that we want our ads to be noticed and memorable resulting in action taken by the consumer. A creative brief has been designed and will be utilized as a ‘road map’ in helping us answer two important questions – One “Who are we talking to?” and Two “What do we want to say?”…

    • 2381 Words
    • 10 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Poop on a Stick
    • 3637 Words
    • 15 Pages

    Poop on a Stick

    1. Which of the following statements is true according to the Hirschman study about the creative people involved in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message. 2. _____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity 3. According to Robert Smith, _____ ads contain elements that are rare, surprising, or move away from the obvious and commonplace. A. originality B. illuminative C. artistic value D. synthesis E. animatic 4. One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. A. divergence B. synthesis C. relevance D. illumination E. elaboration 5. According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation…

    • 3637 Words
    • 15 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    The Critique of “Advertising’s Fifteen Basic Appeals”
    • 1083 Words
    • 5 Pages

    The Critique of “Advertising’s Fifteen Basic Appeals”

    “Advertising’s Fifteen Basic Appeals” is an informative and educational article, which is written by Jib Fowles, a professor of Communication at the University of Houston Clear Lake. This article first appeared in Etc. 39:3 (1982) and was reprinted in the college textbook - Advertising and Popular Culture (1996). In the “Advertising’s Fifteen Basic Appeals”, Fowles provides readers with a set of information that discusses how advertising contains certain unconscious emotional appeals which fall into fifteen distinguishable categories. Besides that, he also explains how advertisers try to influence consumers through various physiological and psychological levels. This article educates advertisers and college students who are majoring in advertising on how to make effective advertisements. Also, Fowles analyzes tactics that advertisers use and gives readers his opinions and suggestions on how to make an advertisement more effective (539-556).…

    • 1083 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    The Indictments Against Advertising Summary
    • 709 Words
    • 3 Pages

    The Indictments Against Advertising Summary

    The effects of advertising on our minds have left a scar on the name of advertisement. The criticism has piled up and is now a name that advertisers must live with. They will constantly be reminded that too much advertisement, while good for the company, is not good for society. There are many ways of advertisement and there will surely be new ideas in the upcoming years, but scrutiny will always play a big role in…

    • 709 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    New Burger King Seven Incher Ad Report
    • 823 Words
    • 4 Pages

    New Burger King Seven Incher Ad Report

    Advertising has a big effect on selling products or propagandizes. That’s why; companies and organizations start to increase their advertising expenses. A research made in 1985 indicates that in 1983, companies worldwide spent $19,837,800,000 on advertising. In 1984, $23,429,700,000 was spent and in 1991, about $52 billion was spent on advertising by companies. This shows us that companies understood that advertising is the best way of selling. All of these companies want to make their advertisements effective and memorable, but what makes an advertisement memorable? An illustration, a headline and a copy can make an advertisement incredibly memorable.…

    • 823 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Image Analysis. Compare and Contrast
    • 1722 Words
    • 7 Pages

    Image Analysis. Compare and Contrast

    Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience; whichever ad appeals to the consumer the most that is the product that they will be interested in buying.…

    • 1722 Words
    • 7 Pages
    Better Essays
    Read More
  • Powerful Essays

    Evaluating Customer Segmentation
    • 1737 Words
    • 7 Pages

    Evaluating Customer Segmentation

    Marketing needs are becoming more and more important with evolution of business functions due to globalization and introduction of new marketing channels. Marketing mix could create a link between the needs and wants of a certain consumer. Integrated marketing communications are becoming part of company’s marketing mix. IMC involves coordinating different marketing elements and activities that communicate with consumers. Customer Segmentation is an important part of IMC and with help of marketing positioning, companies can increase profits with existing resources. Advertisers are increasing budgets to increase exposure of products. With new channels introduced, it is important to implement segmentation as part of marketing strategy.…

    • 1737 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Media vs Creative Strategy in Advertising
    • 2520 Words
    • 11 Pages

    Media vs Creative Strategy in Advertising

    Advertising is a partnership between creative and media strategies. Each play a very important role in creating an advertisement, that it is almost impossible to draw a line between the two. Alasdair Reid (1994) asserts that as early as in the 1990s creative and media strategies were still very much inseparable due to the fact that advertising “used to be a very simple business” (1994, p. 15) – producing an ad was more focused on creation of the content, rather than the placement. These days, however, with new media spawning, separating media and creative carries only few, if any, consequences. As a result, there is an emerging concern on whether these two separate departments can fall victim to major disconnects in an effort to reach advertising goals. The question remains, has media strategy become more important than the creative half of the equation?…

    • 2520 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Integrated Marketing Plan - Fiat 500
    • 2405 Words
    • 10 Pages

    Integrated Marketing Plan - Fiat 500

    References: 1. Belch, G & Belch M 2007, Advertising and Promotion An Integrated Marketing Communications Perspective, McGraw-Hill Irin, New York…

    • 2405 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Better Essays

    De Soto Ad Analysis
    • 1273 Words
    • 6 Pages

    De Soto Ad Analysis

    It’s very important that the advertisement can be able to capitalizing consumer emotion to create purchases occurs. The content and aesthetics of advertising should work together to create a cohesive message in line with the emotional appeal that advertising company makes. The companies that master creative advertisement strategies will own the future of their product. So it’s very important to use more strategies and emotional appeals on advertisement to be effective and have a big impact on consumer purchasing brand…

    • 1273 Words
    • 6 Pages
    Better Essays
    Read More
  • Best Essays

    An Essay on Strong vs Weak Theory of Advertising
    • 3143 Words
    • 13 Pages

    An Essay on Strong vs Weak Theory of Advertising

    ‘Advertising’ the word originated from the Latin word ‘adverto’, which means to turn around. The root of advertising can be found in ancient times such as ancient Egyptian used papyrus to make sales messages and wall posters, commercial messages and political campaign found in the ruins of Pompeii and ancient Arabia, lost and found advertising on papyrus in ancient Greece and Rome, wall painting for commercial advertising in ancient India (Mogel, 1993). Advertising defined by Belch & Belch (2004) as a paid form of communication through nonpersonal components such as T.V, radio, newspaper and magazines about an organization, product, service or idea by an identified sponsor; likewise Kumar & Mittal (2002) defined advertising as controlled, identifiable information of products, services to persuade customers through mass communication media. Therefore, from it can be said that advertising basically aims to create awareness through popularisation of the products among customers and persuade them to purchase it. But the common debate today is that, how advertising works? Fill (1999) suggested two polarised views regarding this subject: the first is referred to strong theory of advertising and the second one is referred as weak theory of advertising. In this essay, these two theories are discussed thoroughly to understand how advertising works; furthermore some models of each of the theory are also discussed to extend the understanding. Finally comparisons between the theories are drawn to generate a proper conclusion of ‘Strong’ and ‘Weak’ theory debate of advertising.…

    • 3143 Words
    • 13 Pages
    Best Essays
    Read More
  • Good Essays

    Summary of Language of Advertising
    • 399 Words
    • 2 Pages

    Summary of Language of Advertising

    Charles A. O’Neill gave us very clearly definition of advertising and how it starts since WWII. Obviously, Advertising wouldn’t succeed if they not capture our attention so the author explained to us how advertising created with simple language included short words, pictures, symbol and slogans. He believed that advertisements is being edited and purposeful, rich and arresting, involving, and explaining how simplicity in advertising language. These may seem casual, but they are carefully engineered to get our attention. He says: “Every successful advertisement uses a creative strategy based on an idea intended to attract and hold the attention of the targeted consumer audience”. Charles gave us many examples of different kind of advertising and let we know that advertisements could be good or bad. Calvin Klein and Prada are example of bad advertisement since they make their advertisement with models that has pale skin, dark circles underneath their eyes. Question has been given if are they the one who responsible for “heroin chic”. Parts of advertisement weren’t easy as we think, slogans has been carefully engineered, Images has been choose to combine perfectly with other elements, symbol carry meaning of their own and the meaning that we brought to them. Using simple language is full of purpose that people now is harder to get their attention so instead of using complicated advertisements, advertisers use as simple as they can to get customers’ attention by edited out all difficult words and replaced by simple words or images. In the end, the author told us may be if we learned how advertising works, we can be equipped to sort out content from different typed, good values from emotions and salesmanship.…

    • 399 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Breaking Down an Advertisement
    • 1544 Words
    • 7 Pages

    Breaking Down an Advertisement

    The advertisement I chose to use as an example of techniques used by producers is a Budweiser ad that features a couple in a simple setting. This essay will entail of one such advertisement and how it attempts to draw the attention of the audience. Whether it is the people they include, the sayings they throw together, or the colors they use, many factors lead to why advertisements draw people in. By breaking down the strategies of the ad we will see that it uses background/colors, human figures/brand, and bold letters to promote the product.…

    • 1544 Words
    • 7 Pages
    Powerful Essays
    Read More

Related Topics