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Advertising creativity
1. RNB GLOBAL UNIVERSITY, Bikaner
PRESENTATION- 02
Subject :- Advertising
TOPIC:- Advertising Creativity
SUBMITTED TO: SUBMITTED BY:
MR.MAYANK AGGARWAL SIR K DEVIKA
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4. Advertising Creativity
• Advertising creativity is the ability to generate
fresh, unique and appropriate or relevant
ideas that can be used as solutions to
communication problems.
5. Determinants of creativity?
• 1.Originality: Ads contains elements that are rare,
surprising, or move away from the obvious and
commonplace.
• 2. Flexibility: Ads that contain different ideas or switch
from one perspective to another.
• 3. Elaboration: Ads that contains unexpected details or
finish and extend basic ideas so they become more
intricate, complicate and sophisticated.
• 4.Synthesis: Ads that combine, connect or blend
normally and unrelated objects or ideas.
• 5.Artistic value: Ads that contain artistic verbal
impressions or attractive shapes and colors.
7. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Gathering background information
needed to solve the problem
through research and study.
8. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Getting away and letting ideas
develop.
9. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Seeing the light or solution
10. THE CREATIVE PROCESS
• English sociologist Graham Walls outlined the four steps in
creative process as follows
Refining and polishing the idea and
seeing if it is an appropriate
solution.
11. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Gathering raw material and
information through background
research and immersing yourself in
the problem.
12. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Taking information, working it over,
and wrestling with it in the mind.
13. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Putting the problems out of your
conscious mind and turning the
information over to subconscious to
do the work.
14. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
The birth of an idea—The “Eureka! I
have it” phenomenon.
15. • One of the most popular approaches to creativity in advertising was
developed by James Webb Young, a former creative vice president at the
J. Walter Thompson agency.
Young’s model of the creative process contain five steps :
Studying the idea to see if it still looks
good or solves the problem, then
shaping the idea to practical
usefulness.
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17. An Advertising Campaign
Interrelated
In Different
media
Centered on a
Theme or Idea
Over a Time Period
Coordinate
Integrated
Marketing
Communication
Activities
18. The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements
19. Search for a Major Selling Idea
Finding the
inherent drama
Use a Unique
Selling Position
Create a Brand
Image
Positioning
Seeking the
Major Idea
20. The Unique Selling Proposition (USP)
Unique
Must be unique
to this brand or
claim; rivals
can't or don't
offer it
Benefit
Buy this
product/serv
ice and you get
this benefit
Potent
Promise must
be strong
enough to
move mass
millions
