Advertising Creativity: BA(JMC) 202

• Basics of Advertising is unit 2, topic 1 of BA(JMC) 202

Concept of Creativity

• Creativity converts new and imaginary ideas into reality, observing finding hidden patterns
• Young (1960) considered creativity the combination of existing or new and unexpected ways
• Frank Barron (1969) defined it as discovering something novel, useful, relevant, economical, elegant, or valuable
• Creativity expresses a logical desire for fresh, meaningful, practical, and valuable concepts from existing subjects
• The logical aspect results from approaches used to suit production

Components of Advertising Creativity

• Advertising creativity consists of message uniqueness with presentation and enhances the consumer life/quality
• Originality, uniqueness, and imagination are fundamental creative skills that shift viewer perspective
• Creativity provides customers fresh insights into and satisfaction with products, as well as communicability, excitement, and surprise
• Advertising encourages greater utilization of market resources for productivity

Necessity of Creativity in Advertising

• Creativity is fundamental in advertising for product promotion within competitive markets
• Creative advertising involves selecting and delivering messages
• Designing, creating, and executing ad messages is known as advertising creativity
• Copywriters craft advertising words, sometimes as copy chiefs or supervisors
• Message quality impacts ad success stronger than the money invested

Creativity in Advertising Defined

• Creative advertising employs innovative ideas for a successful ad process
• Fresh and appropriate creative concepts in commercials ensure favorable impressions
• Producers collaborate with ad agencies for their creativity
• Companies gravitate toward agencies with innovative ideas
• Innovative ads require a personal element and central concept
• Murray (1980) stated creativity should have implications, symbolic counterparts, relating concepts to items the marketer intends to advertise

Advertising Creativity Role

• The role is to ensure psychological, marketing, and corporate consumer requirements
• Creative advertising adds new perspectives and desires for products
• Change in viewer perception is guaranteed by advertising which relies on practitioner's creative accomplishments
• Advertising is an art focused on perception, attitude, values, personality, and motivation related to purchase reasons
• It uses innovative text styles, components eg headlines, slogans and visualization for customer attention

Importance of Creativity in Advertising:

• Enhances Brand Recognition
• Draws in potential Customers
• Boosts Customer likeability
• Affects budget spend
• Helps Introducing New Products

Creative Strategy as a Blueprint

• Blueprint created by copywriters, art directors, layout artists, graphic designers, and creative directors
• Professionals create a strategy to achieve target goals
• Types of Creative Strategy
  • Changing attitude strategies
  • Appeal Strategy
  • Positive and Negative Strategies
  • Comparative Strategy

Changing Attitude Strategies

• Designed to influence consumers' decision towards a product
• Modifying the customer's attitude if they prefer competitors
• Specifying features and benefits if influencing the customer toward its new product

Appeal Strategy

• Advertiser uses an appeal in the advertisement to encourage product purchases
• Customer is moved to attention, interest, desire, and action
• Creativity used to grab attention
• Desire created through the advertisement leading to purchase

Positive and Negative Strategies

• A positive approach showcases features, comfort, and offers
• Negative marketing involves avoiding emotions like damage and pain

Comparative Strategy

• Comparisons between products. Includes direct and indirect comparisons
• Direct Comparison: Naming competing brand with benefit comparisons, such as Lifebuoy vs Dettol
• Indirect Comparison: Subtler comparison, mentioning brands such as "leading brand" or "Brand ABC"

Pepsodent vs Colgate Ad

(2013):

• Pepsodent Germicheck claimed 130% better germ-fighting power than Colgate Strong Teeth
• Godrej No 1 Soap claimed to be "India's No. 1 Purest Soap," claims found unsubstantiated by the Consumer Complaints Council in 2016

Pepsodent-Colgate Ad War (2013)

• The Delhi High Court dismissed Colgate's injunction petition August 21, 2013
• Pepsodent launched an ad referencing Colgate, claiming 130% better protection this began August 9 2013
• Colgate claimed the ad was denigratory and filed a case
• The court was unconvinced of disparagement or superiority

Colgate's Arguments

• False statement violating advertising standards (ASCI) and Drug/Cosmetics Act amounted to "misbranding"
• It portrayed Colgate negatively by falsely implying cavities, showing Triclosan persistence, and improper brushing, all of which disparaged the brand
• Colgate contended that HUL had a history of presenting false advertisements
• It asserted that the phrase "Pepsodent now better than Colgate Strong Teeth" implies that Colgate Strong Teeth was no longer a good product
• Loss of market share concerned Colgate

HUL's Defense

• It cited Dabur India Limited vs. Colortek Meghalaya Pvt. Ltd. case, stating that courts permit comparative advertising
• Denigration was never the intention, HUL claimed
• HUL stated goal was to compete with Colgate's price segment of strong teeth toothpaste

Court Judgement

• The court stated that comparative advertising is permissible
• Court said the expressions only made mention that Pepsodent was better and were not disparaging
• No zoom on Colgate boy teeth, "attack" referred to fighting capability instead of attacks on Colgate, comparison meant not all boys happy

Conclusions on Comparative Advertisements

• Comparative advertising is acceptable if there is no disparagement of goods
• Disparagement is equally objectionable in court of law
• New challenger brands should keep the competition on it's toes
• Advertisers have the right to keep the consumers informed

Elements of Advertisement: Copy

• Copy refers to written piece in advertising
• Length may vary
• Contains captions, subheadings, headers in print, radio, and television ads
• Contextualizes illustration, outlining details
• Core element persuades purchasers
• Advertising copy performs familiarity, believably and gives a reason for brand selection

Elements of Advertising Copy

• Headline: The top line, usually bold in a bigger font, attracts attention, as well as Sub-Headline: Supplements the main headline with underlines or overlines
• Body Copy: Commercial message text that turns readers into customers

Advertising Copy Features

• Include captions smaller than the body copy in a sales pitch
• Blurbs or balloons which are short messages from individuals seen in the advertisement
• Important info will be held inside Boxes and panels
• A slogan or sentence to summarize
• A logo in the Bottom right

Characteristics of Effective Copy

• Brevity: Clear and precise using basic language
• Clarity: Self-explanatory message on first reading
• Aptness: Respectful tone towards potential buyers, addressing their needs
• Interesting: Provokes the reader to invest time
• Sincerity: figures showing integrity, using imageries
• Personal: Addressed specifically to each reader that captures attention for each reader
• Convincing: Inspires to product purchase

Types of Copy

• Scientific: Detailed, technical info for knowledgeable people eg machines and computers
• Descriptive: Easy-to-understand for laypersons, simply product announcements
• Narrative: Features a humorous story
• Topical: Establishes a product relationship using events eg watch on Mt Everest
• Personality: Capitalizes on endorsements celebrity or an expert
• Informal: Casual, common language for consumer

Headline Attributes

• Headlines are in large font for drawing attention
• Succinct content summaries to spark curiosity
• Professionals credit 50 to 75% of effectiveness on readability
• Newspaper headlines

Headlines - Primary Roles List

• Quick ad view
• Draw in your target reader
• Create peoples interest
• Improve image
• Create distinctive selling points
• Discern commercials, and central ideal

Key Elements of an Effective Headline

• Originality draws greater attention
• Concise, under 10 words
• Specificity makes more sense
• Provoking

Headline Classifications

• Listing of benefits
• News style like (now or newest)
• Giving advice
• Challenge questions
• Selective for segment target
• Situational, creating credibility
• Listing of Labels and selling points

Slogans

• Enterprise phrases for quick message conveyance
• Tool for easily describing or adding communication elements
• Applied as advertising
• New slogan campaigns are released frequently
• The viewer is encouraged to remember it at heart

Good Slogan

• Succinctly describing with few words
• For people easy recall or suggest to

Illustration

• The illustration often included to avoid wordy advertisement and to give quick overview
• Visuals can communicate advertisement quickly
• Make advertisement more effectively
• The photo may improve brand