Scribd
Upload
11 views

Module 3

The document outlines the fundamentals of creativity in advertising, emphasizing its importance in creating awareness, enhancing brand image, and providing a competitive advantage. It discusses the creative process, various techniques for visualization, and different emotional and rational appeals used in advertisements. Additionally, it covers the role of endorsements in advertising and the impact of consumer involvement on decision-making.

Uploaded by

jahnavi.dubey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
11 views

Module 3

The document outlines the fundamentals of creativity in advertising, emphasizing its importance in creating awareness, enhancing brand image, and providing a competitive advantage. It discusses the creative process, various techniques for visualization, and different emotional and rational appeals used in advertisements. Additionally, it covers the role of endorsements in advertising and the impact of consumer involvement on decision-making.

Uploaded by

jahnavi.dubey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 35

Fundamentals of

Creativity in
Advertising
Importance

 Creates Top of Mind Awareness

 Helps Advertising to Inform


Concept
&  Helps Advertising to persuade

Importan  Enhances brand image

ce-
 Ads stand class apart
Creativity
 Ads Develop Positive Attitude

 Ads give competitive advantage


 Study the product

 Collection of relevant information

 Determine advertising objectives

Creative  Conceptualise ideas

Process  Analyse the ideas

 Short listing of ideas

 Drafting of Ad

 Production of Ad
Creative
Brief
Techniques
of
Visualisatio
n-
Juxtapositio
n and
Association
Techniques
of
Visualisatio
n- Analysing
Competitive
Ads
 Brain Storming

 Story Construction Techniques

Techniques  Divergent Thinking

of
 Rough Layout
Visualisatio
n  Observation

 Attribute Listing

 Meditation
Appeals- Emotional Appeal
Personal Appeal

This print ad by Gillette not only uses mixed media to catch attention (sandpaper in a magazine), but
also appeals to personal concerns of fathers. The ad states that research shows how important skin-
to-skin contact is for infants and questions what kind of razor-smooth finish they want to share.
While the personal appeal is directed toward new fathers, those without children will still understand
the message of quality.
Appeals- Emotional Appeal
Social Appeal

People are motivated by what others are doing around them. In this IKEA ad, there is a
clear reference to the insanely popular TV show, Game of Thrones. In 2018, the head
costume designer for the show revealed how Jon Snow's cape is actually made from
affordable IKEA rugs. The ads appeals to consumers' need to feel part of something or
included: Even the Game of Thrones tries to stay within budget by shopping at IKEA, like
Appeals- Emotional Appeal
Fear Appeal

Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears,
while others draw on a sense of loss. In this graphic ad, fear of losing something
awesome may motivate people to take action and help save the forests.
Appeals- Emotional Appeal
Fear Appeal

Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears,
while others draw on a sense of loss. In this graphic ad, fear of losing something
awesome may motivate people to take action and help save the forests.
Appeals- Emotional Appeal
Romantic Appeal
Appeals- Emotional Appeal
Youth Appeal
Appeals- Emotional Appeal
Musical Appeal
Appeals- Emotional Appeal
Potential Appeal

This type of advertising appeal communicates a sense of empowerment to turn dreams into a
reality. In this Lego ad, the clear connection is that Lego helps children imagine, solve
problems and work toward a better future. This was part of a campaign that included similar
fireman and rockstar images in ads that were placed at strategic schools, playgrounds and
Appeals- Rational Appeal
Scarcity Appeal

Coke boosted their brand appeal with a limited time campaign that personalized bottles with names and
titles. People rushed out looking for the names of their family and friends to keep, photograph or gift.
While the scarcity was part of the appeal, Coke took this campaign a step further by allowing customers
to personalize their own Coke bottles and even search their website to see where (or if) their names were
on bottles somewhere in the US. Scarcity increases the feeling of value and makes the customer rush to
Appeals- Rational Appeal
Contrasting Appeal

You can also highlight what sets your brand apart with a stark comparison between your product and the
competition or how life would be without your products. In this IKEA ad, there is a clear contrast between
those who “unboxed” their balconies with IKEA style products and the neighbours surrounding them. The
stark contrast in this ad creates an unquestionable appeal to express personal style and create a living
space that no one else is taking full advantage of. Contrast can be a subtle way to prove your brand is a
Appeals- Rational Appeal
Status Appeal
Appeals- Rational Appeal
Beauty Appeal

There are many products and services that depend on beauty for a rational purchase choice.
Product shots, for example, have to be well lit to provide rational customers with the best
opportunity for comparing and choosing the product right for them. This catalog
from West Elm features beauty shots of every item—perfectly staged, lit and accessorized.
Beauty shots help the potential buyers see the full potential of an item.
Unique
Selling
Proposition
Endorsers-
Celebrity/ie
s Endorser
Endorsers-
Professional
s
Endorsers-
Company
Executives
 Models

 Common People

Endorsers
 Radio and TV Announcers

 Animated or Cartoon Characters


Advantages Limitations
 Ads standout from  Limited Time Frame
clutter
 Team performance
 Brand awareness
Celebrity  Emotional connection
 Public controversies
Endorseme with customers  Scandals

nts  Increased product  Cost factor


usage  Gap between
 Creates differentiation endorsement and usage
 Repositioning of the  Shifting loyalty
Brand  Problem of Multiple
 Public relations Endorsements
Decision
Type
Thinking (Information) Feeling (Emotive)
Decision Decision

Involvement
Involvement HIGH • House Purchase • Designer clothes

& Processing • Computer buy • Gold jewellery

Matrix
LOW • Daily household • Cigarette
items • Low priced
• OTC medicines perfumes

Consumer Behaviour in Indian Context; K.K. Srivastava, Sujata Khandai

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy