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.

1. Creativity in
Advertising

2. Here’s a nice example !

3. You can find
them
everywhere !

4. In ways you can’t even imagine !
Click here

5. In more innovative forms !

6. And through
mediums you
didn’t even think
of !

7. But what
exactly is
creativity ?

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.

10. Elements of creativity
in context to marketing

11. Elements of creativity
in context to marketing
Originality

12. Elements of creativity
in context to marketing
Flexibility

13. Elements of creativity
in context to marketing
Elaboration

14. Elements of creativity
in context to marketing
Synthesis

15. Elements of creativity
in context to marketing
Artistic Value

16. Creative advertising is
more memorable,
longer lasting, works
with less media
spending, and builds a
fan community faster!

17. How strongly is
creative
advertising
related to
company sales?
Creative advertising
Sale
s

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.

21. The effectiveness of
advertisements on these
dimensions were
measured on the scale
of 1 to 7

22. Results suggested
that creativity plays
a significant role 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.

30. Use of creativity differs
significantly by the category !

31. In categories such as cola and coffee,
advertisers and customers tend to favor
higher levels of creativity !

32. Whereas in categories such as shampoo, body
care, and facial care, campaigns focus is on
showing factual proof points of performance
features !

33. Is more creativity always
better ?

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

35. Measuring campaign
effectiveness

36. Advertising
professionals can
use methods like
measuring
effectiveness of
various
dimensions to
identify where
to direct their
creative energies
to best effect

37. Companies can use sales models to
estimate the financial impact their
creative investments will produce.

38. Companies usually under-invest in creativity
which leaves money on the table.

39. Increased investment
will usually pay for
itself: More-effective
creative ads will allow
other parts of the
advertisement budget
to be significantly
reduced.

40. What
Bible
says !

41. Done right, Marketing Communications can have a huge
payoff !

42. Marketing
Communications are
the ways by which
firms attempt to :

43. Inform

44. Persuade

45. and remind
consumers

46. About the brand
and the products
they sell !

47. Advertising is an important
mode of marketing
communication mix

48. Advertising
according to Kotler
is, any paid form of
non-personal
presentation and
promotion of ideas,
goods or services by
an identified sponsor

49. Brand Equity = f(Brand awareness, image,
responses, relationships)

50. Advertising is a key factor
affecting brand equity !

51. Thus creative advertising can
greatly contribute to brand
equity!

52. Various steps involved in
designing an advertisement
for developing effective
communication

53. Identify target audience and set communication
objectives like brand awareness, category need,
brand attitude and brand purchase intention

54. Design the advertising
communications using
message and creative
strategy. Also decide the
message source

55. Select communication
channels and integrate them.

56. Now lets see
examples of some
creative
advertisements
demonstrating the
applications of
theories explored
above.

57. Click here
A nice example for elaboration

58. Click here
A nice example for Artistic
value

59. Click here
A nice example for Flexibility

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

64. One last thing on
marketing in
general !

65. Lets
hear it
from a
leader !

66. Click here for the video

67. Thank you
This presentation was
made by
Ashutosh Shukla, IIT
Roorkee
During an internship under
Prof: Sameer Mathur
IIM Lucknow