Creativity Makes Advertising Effective Essay

This essay aims at exploring the impact of originativeness in advert and how seminal advertisements ar much effective in communicating to a target audience. It looks at how creative ads corroborate more(prenominal) impact and how consumers act when the meaning is delivered in a eccentric and clean way. It particularly focuses on the value that a creative ad end imply for a strike out or a crossway and how it can contribute to beef up corporate steel word picture. How a creative ad can realise consumer cross loyalty and change his or her lookout towards the firm and spike stain loyalty.The first part of essay talks approximately creative thinking in advertising. What is creativeness in advertising and how does it impact the corporation and how it impacts a consumer. The second part of the essay deals with the practicement strategies that different corporations employ in making a creative mercenary. the different shape upes and marketing strategies employed with the silver available . We besides 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 harvest-tide and how it affects gross sales of a fruit or brand. Lastly the negative implications of creative thinking in advertising as to how it sometimes can be misinterpreted and mis communicated. Creativity in advertising In the advertising industry, the use of creative thinking is to define a solution to a problem, being new and relevant with your thinkers. It is a neb to develop a center which will influence the attitudes and behavior in a cogent or imaginative way (Bell J, International journal of Advertising 1992).Creativity in advertising makes advertising more respectable to a consumer. It is a more approachable mode of getting the message across to the consumer. On a day to day basis the consumer is bombarded with converse messages throughout the day. Most of the advertising gets filtered out or ignored as they do non communicate the message in a persuasive manner. Its mainly happens when the advertising is mainly utilise as a dig to educate the consumer about the harvest-tide. An audio or visual form of media is used to explain about the product, the product features and promotions.When the advertising is non presented in a exciting form to the consumer it is obvious that the consumer will not be frenetic about the product. This leads to a stagnation of commercials as some of them deliver the equivalent message for interchangeable products and that ends up being presented as a jam effect to the viewer. Impact of creativity Communicating in a unique message, is virtually impossible, as markets are crowded with the similar products therefore slaying and use of creativity become powerful marketing signals.As more or less brands in a product line would impart similar characteristics and product features it becomes very import ant to present the brand in a new and different manner. Creativity makes advertising more powerful thats results in immediate effects on brand perceptions (Dahlen M , Rosengren S and bust F, Journal of Advertising Research 2008) . fanciful advertising makes the brand more interesting and exciting, which enhances the consumers perceptions of brand quality (Stockholm School of Economics, Dahlen M , Rosengren S and separate F, Journal of Advertising Research 2008).It can be argued that creativity differs from person to person and depends on , the individuals lifestyle , mentality and perceptions . Therefore for a commercial to be creative it has to firstly be original or wise and the second fact is that creativity has to be multifaceted The degree of creativity that is expressed in the ad builds the image of the brand in the minds of the consumer (Koslow S , Sasser S , Riordan E , Perceptions in Advertising Agencies , 2003 ) .Often the most intriguing and controversial commercial s can catch the attention of the consumer and makes the consumer inquisitive about the product or the service and would be influenced by the social critique to fancy the brand . Unless the commercial has a unique presentation the consumer will not invest time in completing the commercial. The visual representation of the brand in a advertisement expresses one form of emotion by which consumer is influenced pre purchase and can associate with the brand post purchase .It builds brand equity among consumers which bequeaths a physiological value to customers by enhancing their interpretation about the product and influences future purchase decisions and satisfaction . Creative advertising campaigns provide international brands to sustain market strength and internationality. Creative ads give vagary and substance to the product. Often there is a tug of war in the midst of the clients and creatives with the use of creativity in a commercial. As clients make great investments for a c ampaign they expect the commercials to be educative and persuasive.As there is no real form or method of measuring the degree of creativity or the impact of creativity most clients which have limited budgets set for a campaign do not expect the agency to make a creative and innovative ad(Charnock W, The dismiss of Think Global, Act Local Big Ideas Are Global , 2007) . As not all corporations or brands can afford to make huge investments in advertising by constantly using media forms to build brand retention and awareness among their consumers therefore it is springy that there is line emaciated as to what kind of creativity sells and what does not .As the flipside of an creative ad is that it whitethorn not make any sense to the consumer. The commercial may not have a connection between the creative idea and the utility and features of the product. A international master brand like setback cola had a annual budget of $2. 6 billion in the year 2006 (Coke-Cola Company ,2010) . The y have the liberty to bombard consumers with commercials to sustain brand retention and loyalty throughout the year whereas the same cannot be verbalise for a smaller organization which would have a limited budget for marketing and advertising purposes.Smaller agencies who work with clients with limited budgets or clients that are under the radar are the ones who can work on creative ideas as taking risks is acceptable when compared to other competitors in the market . They have a need to influence the consumer in build apperception about the product or service.Creativity can also become unfashionable when the conviction on novelty and originality at the expense of relevance makes the advertisement unsafe to perceptual filtering of the message, which may actually reduce effectiveness (Bottomley P , heathland R , Nairn A, How Effective is Creativity?Emotive Content in TV Advertising Does Not Increase Attention, 2009 ) . Especially for international campaign creativity has to be r estrained and controlled as different regions with different cultural and phantasmal backgrounds may not interpret the message in a similar way . As advertising plays with peoples emotions and perceptions, advertisers must be very shrude not to hurt the sentiments of the consumer. Also at times the creative team in a advertising agency tries to be in addition clever by making commercials where the message and connection towards the product is each irrelevant or makes no sense at all.This can have a negative impact on the brand and the corporate image of the organization. Conclusion Creativity does not ensure the success of the product in terms of sales and neither does it add any value to the product. besides creativity is a powerful tool to entice consumers and mould a positive attitude and mentality towards a brand or a service. Very often its not the message, but the way that the message is delivered makes a lasting impact on the viewer which affects his perceptions and belie fs towards the Brand.From an agencys location creativity is advertising is beneficial to both the client and the consumer . Creative advertising helps build brand loyalty , a positive perspective in the minds of the consumer towards the organization . Creativity enhances the utility and value of a product in the eyes of a consumer. Most creative commercials influence the consumers mentality to make emotional responses compared to a rational approach when evaluating a product. This is vital for any brand to grow, sustain itself for a period of time and also influence new target audiences.Not too many clients approach ad agencies with a open mind about the use of creativity in advertising. The more the use of creativity in advertising the more value we get as advertising professionals. The more the use of creativity in commercial the better the results in adding value to the product and building a brand . Creativity gives product a brand image, a sense of uniqueness. The choice offer ed to consumers in terms of brands for a product is undated therefore it is essential that your brand or product stands apart from the competition. This can only be achieved by using creativity in advertising.