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 advertising gets filtered out or ignored as they do not communicate the message in a persuasive manner. Its mainly happens when the advertising is mainly used as a tool to educate the consumer about the product. An audio or visual form of media is used to explain about the product, the product features and promotions. When the advertising is not presented in a exciting form to the consumer it is obvious that the consumer will not be excited about the product. This leads to a stagnation of commercials as most of them deliver the same message for similar products and that ends up being presented as a clutter effect to the viewer.
Impact of creativity
Communicating in a unique message, is virtually impossible, as markets are crowded with the similar products therefore execution and use of creativity become powerful marketing signals. As most brands in a product line would have similar characteristics and product features it becomes very important to present the brand in a new and different manner. Creativity makes advertising more powerful that’s results in immediate effects on brand perceptions (Dahlen M , Rosengren S and Torn F, Journal of Advertising Research 2008) . Creative 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 Torn 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 novel 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...