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    Creative Advertisement

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    Manish Kumar
    Creative advertising is more memorable and effective than simply listing product attributes, but its impact on actual sales is difficult to measure. The author developed a survey approach to measure perceived creativity across five dimensions. Applying this to advertising campaigns in Germany, they found that more creative campaigns led to higher sales. Certain dimensions of creativity, like relevance and calls to action, were more influential on purchasing behavior. Tailoring the survey model to different markets could help companies better predict ad effectiveness.

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    Creative Advertisement

    Uploaded by

    Manish Kumar
    95 views4 pages
    Creative advertising is more memorable and effective than simply listing product attributes, but its impact on actual sales is difficult to measure. The author developed a survey approach to measure perceived creativity across five dimensions. Applying this to advertising campaigns in Germany, they found that more creative campaigns led to higher sales. Certain dimensions of creativity, like relevance and calls to action, were more influential on purchasing behavior. Tailoring the survey model to different markets could help companies better predict ad effectiveness.

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    when it works when it not

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    creative advertisement

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    Creative advertising is more memorable and effective than simply listing product attributes, but its impact on actual sales is difficult to measure. The author developed a survey approach to measure perceived creativity across five dimensions. Applying this to advertising campaigns in Germany, they found that more creative campaigns led to higher sales. Certain dimensions of creativity, like relevance and calls to action, were more influential on purchasing behavior. Tailoring the survey model to different markets could help companies better predict ad effectiveness.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    95 views4 pages

    Creative Advertisement

    Uploaded by

    Manish Kumar
    Creative advertising is more memorable and effective than simply listing product attributes, but its impact on actual sales is difficult to measure. The author developed a survey approach to measure perceived creativity across five dimensions. Applying this to advertising campaigns in Germany, they found that more creative campaigns led to higher sales. Certain dimensions of creativity, like relevance and calls to action, were more influential on purchasing behavior. Tailoring the survey model to different markets could help companies better predict ad effectiveness.

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    © All Rights Reserved
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    Q. Creative Advertising: - when its works and when it doesnt work with examples. Ans.

    Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterised by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. If you have ideas, but dont act on them, you are imaginative but not creative. Advertising has a very important and vital role in the image building and marketing of products and or services in this rapidly changing competitive world. In this lecture we will explain thecreativity in advertising, its meaning aspects and different steps in the creative process. ill also explore the concept of research along with how to create ma!or selling ideas and style of selling. "his will help in understanding various creative stages and their importance. Creativity in Advertisement Creativity at the heart of everything we do our ability to transform strategic thinking into ideas enables us to develop creative communications that work in the market whether it is print, radio or television add, a corporate broacher or an annual report creativity makes our work standout. Creativity means being novel and appropriate. It is the ability to generate fresh uni#ue and appropriate ideas that can be use as solution to communicate problem. Advertising is how a company encourages people to buy their products, services or ideas. An advertisement or Ad is anything that draws good attention towards these things. It is usually designed by an identified sponsor, and performed through a variety of media. Ads appear on television, as well as radio, newspapers, maga$ines and as billboards in streets and cities. "hey try to get people to buy their products, by showing them the good rather than bad of their products. hen you ask a professional in the business what is the key to success in advertising, and youll most likely get an answer that nothing is more efficient than creative

    advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community faster. %ut are creative ads more effective in inspiring people to buy products than ads that simply catalogue product attributes or benefits. &umerous laboratory experiments have found that creative messages get more attention and lead to positive attitudes about the products being marketed, but theres no firm evidence that shows how those messages influence purchase behavior. 'imilarly, there is remarkably little empirical research that ties creative messaging to actual sales revenues. %ecause product and brand managers(and the agencies pitching to them(have lacked a systematic way to assess the effectiveness of their ads, creative advertising has been a crapshoot. )rawing on research in communications psychology, we have developed a consumer survey approach for measuring perceived creativity along five dimensions. consumer goods brands in 1ermany from 2anuary 3//4 to 5ctober 3/6/. e applied this approach in a study of *+, "- advertising campaigns for ./ fast0moving e asked a panel of trained consumer ratters to assess the creativity of the ads, and we examined the relationships between their perceptions and sales figures for the products. All the product categories we studied(body lotion, chewing gum, coffee, cola and lemonade, detergent, facial care, shampoo, shavers, and yogurt(are highly competitive and invest heavily in advertising. 5ur findings confirm the conventional wisdom that creativity matters: 5verall, more0 creative campaigns were more effective(considerably so. e also found that certain dimensions of creativity are more effective than others in influencing purchasing behavior(and that many companies focus on the wrong dimensions in their campaigns. 7oreover, we believe that by tailoring the survey model to reflect the cultural preferences and triggers of consumers in different geographic markets, companies the world over can dramatically improve their ability to predict the likely effectiveness of their creative ads and thus make smarter investments.

    The Challenge with Facebook Ads 5n 8acebook, users are there to check in on their social lives, which mean that the element of disruption comes into play. 9our ads now need to be louder and grab the attention of a user so they stop doing what they had initially set out to do on 8acebook, and change their course of action to pay attention to your ad. And for 8acebook advertisers, that:s a big challenge. "hat:s why it:s even more important to keep those best practices of relevance, calls0to0 action, and value proposition in mind, in addition to the distraction factor, when creating 8acebook ads. xample ! " #ams$ng %obile

    &elevance: "his ad was shown to an online marketer in their mid03/s, so the targeting could be a bit tighter perhaps by additionally targeting phone interests, but 'amsung seems to be casting a wider net with this ad.

    'al$e (roposition: "here is a great value proposition here, as not only will 'amsung take your old phone off your hands for you, but they will also give you ;+// toward the purchase of a new phone. Call-to-Action: "he call0to0action here appears to be the flow of the entire ad. "rade in your old phone for ;+// toward the new 'amsung ' III, targeting users who are further down the funnel and looking for either a new cell phone or specifically a new 'amsung phone. )isr$ption Factor: "he disruption here is a combination of the visual and ;+//. "here are * phones featured in the image with bright colors to draw the eye, and then an immediate call0out of ;+//, which attracts users to the value. xample * - +avells " Fanning simple tho$ghts, <ver watched 'prite or 7entos Ads = Arent they like dimaag ki batti gul ads> "heyre a bit too complicated for everybody to understand at the very first screening of the ad itself. In fact, here weve a simple and single0minded commercial which connects with the consumers with its straightforward communication to use ?avells fans. In a series of commercials, ?avells have portrayed different situations where the protagonist uses whatever they find to fan themselves out of the hot weather conditions. "his act is immediately followed by protests saying a lot of efforts have gone in creating the ob!ect that is being used as a make0shift fan by the protagonist.

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