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CREATIVITY IN ADVERTISING

Presented
by:
Rajath K
MBA
BIMS
Mysore
“There are only two
things in a business that
make money - innovation
and marketing. Everything
else is cost.”
Peter Drucker
What is Advertising?
 “Advertising is any paid form of non-personal

communication, of ideas, goods and services
by an identified sponsor”.
The aim of this communication through mass
media is either to persuade or influence the
behavior of the target audience.
Beginning of Advertising?
time when this
was a tablet.
And not this.
Creativity in Advertising
Advertising Creativity
Creative
Strategy

Determining what the advertising
message will say or communicate

Creative
Tactics

Determining how the message
strategy will be executed
The Only Rule in Advertising
Creative Process Model

Preparation
Gathering
Information

Verification
Refining
the idea

The
Creative
Process
Illumination
Seeing the
Solution

Incubation
Setting Problem
Aside
The Perpetual Debate
Only artistic
value and
originality count

It isn’t creative if it
doesn’t sell

Suits

Artists
Creativity that does not sell…
Advertising Campaign
 An advertising campaign is a series of

advertisement messages that share a single idea
and theme which make up an integrated marketing
communication (IMC).
 Advertising campaigns appear in different media

across a specific time frame.
 “An Advertising Campaign is a series of

advertisements [consumer communications] and
the activities that help produce them, which are
designed to achieve interrelated goals.”

……..Donald
Parente
TOP ADVERTISING CAMPAIGNS
Coca-Cola, "The pause that refreshes", D'Arcy Co.,
1929
TOP ADVERTISING CAMPAIGNS
DeBeers, "A diamond is forever", N.W. Ayer & Son,
1948
TOP ADVERTISING CAMPAIGNS
Volkswagen, "Think Small", Doyle Dane Bernbach,
1959
TOP ADVERTISING CAMPAIGNS
Nike, "Just do it", Wieden & Kennedy, 1988
TOP ADVERTISING CAMPAIGNS
Red bull, “Gives you wings”
Why to advertise in terms of a
campaign?
 Buyers are forgetful of erratically appearing ads.
 Due to clutter of large number of advertising

messages, they overlook several of them.
 Thus, campaign is a sustained advertising effort.
 Coordination, balance, timing, continuity &

performance- all favor for an advertising campaign.
Basis of campaign
 Geographical spread of a campaign
Pioneering Campaigns to introduce a new

product
Competitive Campaign emphasis competitive
superiority to retain the present market.
Campaigns can be classified in terms of
media, e.g; direct mail campaign, newspaper
campaign, T.V. Campaign etc
Three phases of campaign creation
 1.Strategy development phase
 Decide

the objectives and contents of
communication.
 Analyzing the research data and positioning
the brand
 Right strategy and creative campaign is a
winning combination.
 “If you want to catch fish, you have to think
like fish. If you want to catch a consumer, you
Three phases of campaign creation
 2. Advertising brief to the creative
 Client has to brief the agency about how to create the

advertisement.
 Success or failure of the advertisement is largely dictated
by the brief.
Three phases of campaign creation
 3.The creative phase

The strategist has to leap from a single unidirectional idea into an advertising idea that will
add value to the product/brand.
Example of Creative and effective
Advertising Campaign
ZooZoo’s were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns.
ZooZoo characters though they look like animated characters are actually played by real people. The
real people are dressed in white outfits. The sets have been constructed by shadows created by spray
painting.
Creativity in Advertising
Case Study-
Nike’s “Just Do It” Advertising Campaign
 After stumbling badly against archrival Reebok in the 1980s,

Nike rose about as high and fast in the „90s as any company
can. It took on a new religion of brand consciousness and
broke advertising sound barriers with its indelible Swoosh,
“Just Do It” slogan and deified sports figures. Nike managed
the deftest of marketing tricks: to be both anti-establishment
and mass market, to the tune of $9.2 billion dollars in sales
in 1997.
—
Jolie Soloman
“When Nike Goes Cold”
Newsweek, March 30, 1998
Linking the Campaign to Consumer Needs
 Through its “Just Do It” campaign, Nike was able to

tap into the fitness craze of the 1980s. Reebok was
sweeping the aerobics race and gaining huge market
share in the sneaker business. Nike responded to
that by releasing a tough, take-no-prisoners ad
campaign that practically shamed people into
exercising, and more importantly, to exercising in
Nikes.
 Celebrity endorsements also appealed to the
consumers’ sense of belonging and “hipness”.
Creativity in Advertising
Linking the Campaign to Strategy
 Nike was in a tough spot in the late 1970’s. It was being

swamped by Reebok’s quick initiative on designing
aerobics shoes and needed to respond dramatically and
forcefully.

 No longer content to be the choice running shoe of a few

thousand marathoners and exercise nuts, Nike wanted to
expand its operation to target every American, regardless
of age, gender or physical-fitness level. “Just Do It”
succeeded in that it convinced Americans that wearing
Nikes for every part of your life was smart and hip.
 Nike took its own advice and “Just Did It” by directly

attacking Reebok in the sport-shoe market.
Why Was the Campaign Successful?
 The timing of this campaign could not have been better.
 Americans were buying exercise equipment at a record

pace in the mid 1980s, and body worship was at an all
time high. Nike tapped into consumers’ desire for a
healthy lifestyle by packaging it into a pair of $80
sneakers.

 The ads were often humorous, appealing to the cynic in

all of us, while imploring consumers to take charge of
their physical fitness. The ads made starting an exercise
regime seem like a necessity.

 The campaign was easily identifiable (to the point that

Nike eventually did not even bother to display the word
“Nike” in commercials—the swoosh was enough) and
stayed true to its message.
Conclusion.
 Creativity is an essential resource to survive in the market and

for this reason we always look for it. Companies entrust their
image to advertising agencies to realize ever more creative,
innovative and amazing advertising.
 Advertising is seduction, art and investment.
 Advertising must be funny, clever, unique and exciting
Creativity in Advertising

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Creativity in Advertising

  • 2. “There are only two things in a business that make money - innovation and marketing. Everything else is cost.” Peter Drucker
  • 3. What is Advertising?  “Advertising is any paid form of non-personal communication, of ideas, goods and services by an identified sponsor”. The aim of this communication through mass media is either to persuade or influence the behavior of the target audience.
  • 5. time when this was a tablet.
  • 8. Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed
  • 9. The Only Rule in Advertising
  • 10. Creative Process Model Preparation Gathering Information Verification Refining the idea The Creative Process Illumination Seeing the Solution Incubation Setting Problem Aside
  • 11. The Perpetual Debate Only artistic value and originality count It isn’t creative if it doesn’t sell Suits Artists
  • 12. Creativity that does not sell…
  • 13. Advertising Campaign  An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).  Advertising campaigns appear in different media across a specific time frame.  “An Advertising Campaign is a series of advertisements [consumer communications] and the activities that help produce them, which are designed to achieve interrelated goals.”  ……..Donald Parente
  • 14. TOP ADVERTISING CAMPAIGNS Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
  • 15. TOP ADVERTISING CAMPAIGNS DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
  • 16. TOP ADVERTISING CAMPAIGNS Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
  • 17. TOP ADVERTISING CAMPAIGNS Nike, "Just do it", Wieden & Kennedy, 1988
  • 18. TOP ADVERTISING CAMPAIGNS Red bull, “Gives you wings”
  • 19. Why to advertise in terms of a campaign?  Buyers are forgetful of erratically appearing ads.  Due to clutter of large number of advertising messages, they overlook several of them.  Thus, campaign is a sustained advertising effort.  Coordination, balance, timing, continuity & performance- all favor for an advertising campaign.
  • 20. Basis of campaign  Geographical spread of a campaign Pioneering Campaigns to introduce a new product Competitive Campaign emphasis competitive superiority to retain the present market. Campaigns can be classified in terms of media, e.g; direct mail campaign, newspaper campaign, T.V. Campaign etc
  • 21. Three phases of campaign creation  1.Strategy development phase  Decide the objectives and contents of communication.  Analyzing the research data and positioning the brand  Right strategy and creative campaign is a winning combination.  “If you want to catch fish, you have to think like fish. If you want to catch a consumer, you
  • 22. Three phases of campaign creation  2. Advertising brief to the creative  Client has to brief the agency about how to create the advertisement.  Success or failure of the advertisement is largely dictated by the brief.
  • 23. Three phases of campaign creation  3.The creative phase The strategist has to leap from a single unidirectional idea into an advertising idea that will add value to the product/brand.
  • 24. Example of Creative and effective Advertising Campaign
  • 25. ZooZoo’s were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns. ZooZoo characters though they look like animated characters are actually played by real people. The real people are dressed in white outfits. The sets have been constructed by shadows created by spray painting.
  • 28. Nike’s “Just Do It” Advertising Campaign  After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the „90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. — Jolie Soloman “When Nike Goes Cold” Newsweek, March 30, 1998
  • 29. Linking the Campaign to Consumer Needs  Through its “Just Do It” campaign, Nike was able to tap into the fitness craze of the 1980s. Reebok was sweeping the aerobics race and gaining huge market share in the sneaker business. Nike responded to that by releasing a tough, take-no-prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes.  Celebrity endorsements also appealed to the consumers’ sense of belonging and “hipness”.
  • 31. Linking the Campaign to Strategy  Nike was in a tough spot in the late 1970’s. It was being swamped by Reebok’s quick initiative on designing aerobics shoes and needed to respond dramatically and forcefully.  No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. “Just Do It” succeeded in that it convinced Americans that wearing Nikes for every part of your life was smart and hip.  Nike took its own advice and “Just Did It” by directly attacking Reebok in the sport-shoe market.
  • 32. Why Was the Campaign Successful?  The timing of this campaign could not have been better.  Americans were buying exercise equipment at a record pace in the mid 1980s, and body worship was at an all time high. Nike tapped into consumers’ desire for a healthy lifestyle by packaging it into a pair of $80 sneakers.  The ads were often humorous, appealing to the cynic in all of us, while imploring consumers to take charge of their physical fitness. The ads made starting an exercise regime seem like a necessity.  The campaign was easily identifiable (to the point that Nike eventually did not even bother to display the word “Nike” in commercials—the swoosh was enough) and stayed true to its message.
  • 33. Conclusion.  Creativity is an essential resource to survive in the market and for this reason we always look for it. Companies entrust their image to advertising agencies to realize ever more creative, innovative and amazing advertising.  Advertising is seduction, art and investment.  Advertising must be funny, clever, unique and exciting