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Creativity Makes Advertising Effective

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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
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