Topic: Creativity in Advertising
Outline 1. The Definition of “creativity”. 2. How creativity helps advertising. 3. How to measure it. 4. High levels creativity vs. low levels creativity. 5. Conclusion, my idea. It seems that verybody is talking about creativity today, especially when it comes to advertising. This article discusses the definition of it, and asks how creativity helps advertising, how to measure it, and gives some examples to show what is a high levels creativity and what is a low level creativity.
The Definition First, starts with the definition of “creativity”. So, what is “creativity”? According to Microsoft Encarta (a digital multimedia encyclopedia published by Microsoft Corporation), the word “creativity” simply means “imaginative ability: the ability to use the imagination to develop new and original ideas or things, especially in an artistic context”. But in the field of advertising, according to Jaafar El-Murad and Douglas C.West, Creativity in advertising differs from creativity in the arts mainly in its purpose. Advertising creativity must achieve objectives set by others—this is not usually the case in the arts. Creativity in advertising is more about an aspect of problem solving, where the solution to the problem requires insight (e.g., Simonton, 1999; Stcrnberg and Davidson, 1995). But mostly, “newness” or “originality” is important. Both of them are required but insufficient condition for creativity: the work must also be of value; it should be “appropriate ” (i.e., useful, adaptive concerning task constraints)" (Stornberg and Lubart, 1999, p. 3). This combination of "novelty" and "appropriateness" or "usefulness" has met with idespread acceptance (e.g., Amabile, 1983; Gruber and Wallace, 1999; Lumsden, 1999; Martindale, 1999; Mumford and Gustafson, 1988; Unsworth, 2001).
How creativity helps advertising During a whole advertising campaign, it is important to get positioning, targeting and then media right, but without high-levels creative, you have nothing, because the campaign will not work (Rossiter and Bellman, 2005). Look at some statistics, for a 10% increase in Adspend over a year, the average ad campaign produces a 1.4% increase in unit Sales. But with high-levels creativity, the Sales effect can be increased to 3.9%, which means that high-levels creativity, on a relative basis, is 178% more sales-effective than average-quality creativity and almost certainly will be a big profit generator. (Rossiter and Bellman, 2005). As advertisers all want to gain attention from target consumers and establish their brand preference and hold it as long as possible. A high-levels creativity can do the job. In 2008, Dahlen, Rosengren and Torn, did some experiments on consumers’ reaction of different level advertisement, the outcome suggests that consumers tend to pay more attention to the brands which has more creative advertisements, and consumers exposed to the more creative advertisements rated the brand's ability significantly higher than those exposed to the less creative advertisements. And the brand’s perceived smartness, ability to develop valuable products, and ability as a problem solver are all rated higher in response to the more creative advertisements. Here is a real example, years ago, when I was in university, once me and my friends were watching TV together, suddenly, an extremely creative ad showed up, it’s a Tiger Beer ad describes a man wants the beer so badly but he is so unlucky that every time he tries to approach it, he gets killed by accident, but the tough soul keeps reincarnate again and again until he finally got the beer…… (http://www.youtube.com/watch?v=LYYwaqKYgTo) It was so hilarious that we couldn’t help keeping talk about that for the whole week! And then, we never have to think about which brand of beer we should choose when asked by waiters or waitress, not Budweiser, not Heineken, always Tiger, Tiger and Tiger. In this case, the creativity not only gained...
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