importance of creativity in advertising

Tue 10 Apr 2012 09.06 EDT First published on Tue 10 Apr 2012 09.06 EDT. In advertising, creativity is different from that of the art or literature. Otherwise the ad will be a run of the mill message piece. Best creativity uses simple words and phrases and doesn’t complicate the readers / viewers. Creative business ideas set companies apart from one another. With more and more businesses sending out online and direct mail ads, you’ll need to make a personal connection with your audience to cut ... Keep it Simple. Include Discounts. For more information on how we use cookies, see our, Lisa Laporte is a CEO working with technology and advertising companies, , Lisa Laporte is a CEO working with technology and advertising companies. Flexibility.. An ad scoring high on flexibility smoothly links the product to a range of different uses or ideas. Without creativity and innovation, every company would follow the same patterns in marketing/promotion, technique, or even the goods and services they may be selling. Beyond the product and brand, creativity is the wheel of the endeavor called advertising. Creativity creates the distinction between two products under the same category. When Lisa Laporte isn't at work, she's enjoying working on her photography, traveling, or spending time with her family. Creativity Importance in Advertising. The result is a commercial that had much more recall and recognition in a large field of expensive Super Bowl commercials. The Importance of Creativity in Business. Apple is a company synonymous with creativity. Creativity is a surprise and a motivation. Even after a successful introduction, how you continue to present your brand’s image on an on-going basis is … For instance, a brake shop can simply offer brake pads for sale. What is innovation to industry, creativity is to advertising – a stepping stone to progress. There is no recipe to creativity. The challenge of working with fledging businesses to try to help them successfully develop their businesses to be financially and organizationally stable is incredibly rewarding to Lisa. We publish pieces as written by outside contributors with a wide range of opinions, which don’t necessarily reflect our own. Joe Pullos is the Festival Director of Spikes Asia. The advertising creative team consists of people at an ad agency who collaborate on the... Formulating Creative Strategy. Workin as the CEO of two separate companies simultaneously can be challenging, but it's a busyness that Lisa thrives upon. Personalize. Creativity in marketing involves the generation and execution of unique ideas that communicate a message in an original way. Provide a Strong Guarantee. Tips for Creative Direct Mail Marketing. Isn’t all advertising creative? In fact Impression is the differentiator in advertising business. It is in a smart way to be competitive and stay ahead in the tough competition. In her place, Amazon begins to employ celebrities to fill in for Alexa’s voice. Lisa Laporte's professional background spans over 30 years. Below is a step-by-step process that you can use to boost creativity in your company. For instance, a brake shop can simply offer brake pads for sale. Select Accept cookies to consent to this use or Manage preferences to make your cookie choices. Creativity doesn’t mean difficult to understand for a common man. Creativity will ultimately free your mind to fly wherever it pleases. Simply seeing the Apple logo has proven to spark individuals’ creativity; their actions mirroring how they perceive the brand. Please read our, Ingredients of Effective Leadership to Foster Creativity and Innovation in Your Business, One Thing Companies Should Consider Investing Training Dollars On, We use cookies on our site to give you the best experience possible. Or think of wordless jingle, “La.. la la la laa” of Liril. The UK Cannes Young Lions judges give their view on creativity in advertising Interviews by Linda Larsson. By Lauren Landry | November 9, 2017. For... Elaboration.. In a way creativity may well be the legal unfair competitive advantage a product or service can take to run over the competition. She has worked in various industries and has extensive experience, particularly in sales and marketing. One of the largest brands in the world, Amazon, used creativity to sell their Alexa voice product in a recent Super Bowl ad. When we hear “Har Ghar kuch kehta hai”, does it remind of Asian Paint? Creativity is the collective responsibility of all the people involved in the business. It’s proven that when your mind isn’t busy trying to work through a problem, relive the past, or ponder the future, you… Use the wisdom of your company’s employees to create a pool of ideas. Creativity can be the secret weapon that allows a company to outsmart, rather than outspend, the competition. In this day in age, it is crucial to stay up to date with changes and innovations in order to be effective in marketing. Its influence is fulfilling one of the main objectives of advertising, which is the ability to capture the intended recipient enough to be willing to purchase the goods or services. Advertising is like a flower and creativity is like its fragrance. Today’s users move fluidly between devices and channels and … However, using creativity, that same brake shop can … No grammar, no language. It is important that the idea used in advertising have a creative character. October 1, 2011 2. What Is Creativity? And then execute that creative idea to make a lasting impact on the marketplace. ‘Thumb-stopping creativity’ More often, creativity is perceived as the spark of the moment. Those who like scent of sandalwood may snub jasmine, but then there is no aroma which can appease to all. Additionally, including every employee in the creation process will give a company more ideas to throw into the mix. Advertising which is creative requires less media spend because it is more likely to be shared organically – increasing the opportunities for audiences to see the ad. The Role of Creativity in Advertising Roles of the Creative Team. By making the ad stand out through creativity. See our, Social Media – The New Weapon of Advertising, 360 Degree Advertising – The way forward for…, Better civic amenities under BOT System –A…. Sure, all ads have a point – an argument, in a sense – but they have to make that point in a creative way or else they sound like a technical manual or an academic treatise. Some companies may feel that the only way to cut through the clutter is to spend more money. Many companies simply rely on their creative department for ideas. One of the most efficient ways for a company to generate many ideas is to involve every employee in the idea creation process. ... you can build unique segments based on data-driven creative tactics. The importance of creativity in digital marketing. In some quarters, this has led to creativity being sidelined, or at least being knocked askew on its pedestal, as the scientific side of marketing has grown in importance. Will be used in accordance with our privacy policy. Only creativity can create both impression and distinction. No beginning, middle or end. Prior to developing ads, the copy team formulates a creative concept or strategy. Those who like scent of sandalwood may snub jasmine, but then there is no aroma which can appease to all. The importance of creativity in advertising 1. Ideal for marketers, advertisers, media and commercial communications professionals. Prof. Jef L. Richards says, “Creativity without strategy is called Art, creative with strategy is called Advertising”. In her 30s, Lisa Laporte became an entrepreneur by starting her own consulting business. Industry Advice Business. You can use creativity as a tool. The average person is exposed to thousands of media messages per day. Creativity is crucial for businesses today, especially when the market is dependent on innovative, breaking technology. Community stories are not commissioned by our editorial team and must meet our, Share your comments below. Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. Creativity simplifies as well as improves an idea, and makes it interesting and attractive. Creativity is the oxygen in marketing – it is important in all aspects, from how we understand and collaborate with the people who use our categories, to making sense of brand challenges, and coming up with memorable solutions which will build our brands, as well as landing a sale. The importance of creativity factor in advertising has got wide recognition by many researchers, practitioner, but there is a miss of true & systematic research to define advertising creativity and how it relates to ad effectiveness. She's constantly working, but loves the creativity the companies require. Lisa has worked many times to shape and grow startups, a business venture she loves. Yet its effects are anything between dust and magic. The impact of creative ideas in advertising is great and can help changing the market in a dramatically way toward the company benefits. Instead of a simple demonstration of the Alexa product, Amazon was able to demonstrate the product using celebrities voices which made the ad much more memorable. It can be found in experiences while walking the streets of New York, at the mall, … However, using creativity, that same brake shop can show the consequences of not changing brake pads. Creative strategy will decide the advertising campaign will meet the advertising objectives of the business. The Thrive Global Community welcomes voices from many spheres on our open platform. The review study discusses some campaigns that have left their strong impression on consumers. We and third parties such as our customers, partners, and service providers use cookies and similar technologies ("cookies") to provide and secure our Services, to understand and improve their performance, and to serve relevant ads (including job ads) on and off LinkedIn. By continuing to browse the site, you agree to this use. Presentation Outline My version of good vs. Poor creative Why good creative can make a difference Relevance and divergence An example using radio Divergence does not always work Pakistan study Final words 3. Why Creative Is So Important. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. Creativity is considered the core of advertising industry. Not very effective. By being different one can create the right identity. To read the full study findings, and to learn more about how Adobe is working to get much-needed technology into the hands of students and educators, support educators in teaching creative problem solving skills, and inspire students to create, please visit Creative Problem Solving. The advertising process and long challenging workflow, but the most important part of it is the idea and how to apply this idea professionally using all the talent and available resources and media. It will open your eyes to new possibilities, and make you think of new ways to do everyday things. The creativity has a large influence on the effectiveness of advertising. Creativity varies with taste, geography, culture, time, gender, age etc… Bad mistake, because while you need both art and science in marketing, creativity is the killer ingredient that drives marketing effectiveness. Hegarty (2011) argue that there is nothing called creative process and the unpredictability is what makes advertising industry exciting. It is important to create … Marketing and creative … It is said Creativity and Innovation are about finding unexpected solutions to obvious problems. But ads can’t coast on the merest bit of creativity – a little word play here, an interesting picture there. Five Rock-Solid Creative Content Marketing Strategies How you decide to introduce your brand to the world is one of the most important business decisions you will make. With good visual effects it will attract the target audience attention that creates interest by establishing feelings of desire to bring about an action to purchase. Advertisement campaign or a marketing strategy without creativity is like an ecommerce website without payment gateway or a job without salary. He talks about the importance of creativity in not just advertising and marketing, but the increasing importance of creativity in solving business problems and driving growth. As marketers, we are constantly trying to find favor in the eyes of consumers. Inside the Industry: The importance of creativity in advertising. Using her large network of connections, Lisa was able to find plenty of clients for her consulting agency. So, let all the advertising sparkle by including a bit of creativity! Define Your Reasons for the Offer. In the commercial, Alexa “loses” her voice. In fact, creativity is the only tool that can actually help a brand differentiate themselves in the hyperactive marketplace. A tool that can make work fun, life easier, save you from boredom, and even make you feel more fulfilled. You can change your cookie choices and withdraw your consent in your settings at any time. “A home for happiness” is creativity. If purpose of advertising is to build brand and increase market share of a product, the essence to achieve those goals is creativity. How can an ad agency add value to the client for the space utilized? Visibility is secondary to it. Asking a client for his ad budget and give him a media plan and have the ad released is quite simple. This is particularly true on social media, where a like or a share from a friend is far more valuable than paid promotion, due to the way algorithms prioritise content in the news feed. Stalwarts in advertising always say that nobody counts the number of ads you run; they just remember the impression you make. Creativity simply allows a message to be remembered, which can lead to higher brand recognition and sales. “I have to believe, just based on the success that we have seen, and all of the changes and challenges that I have seen over the past 5 … These same CEOs identified creativity as "the single most important leadership competency for enterprises seeking a path through this complexity." Advertising creativity has a purpose to fulfill beyond creating an appeal for itself. How can an agency in the business of advertising demonstrate its superiority? Employees from other departments, however, may have unique insights that can lead to creative ideas. Advertising is like a flower and creativity is like its fragrance. This website uses cookies to improve service and provide tailored ads. Within the first year, the company was doing so well that Lisa was able to hire employees and worked with various companies throughout different industries. Creative marketing is more than just a simple advertisement. Eventually, Lisa Laporte moved on and became CEO for TWiT.tv and founded another company, Artisanal Agency, where she also serves as the CEO. Majority B2B marketers are still hesitant to embrace social engagement or online marketing tools in their strategy. CREATIVITY IN ADVERTISING Creativity is 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 … Lisa Laporte on the importance of creativity in marketing. By using this site, you agree to this use. However, savvy marketers know that they can get more exposure, with less ad spending, through creativity. Advertising without creativity is like a Hindi film without any song or a Peacock without feather. Here’s why creativity has always been important, and how it will become increasingly critical as a tool for achieving success in digital marketing in the future. For more information, see our Cookie Policy. Simply advertising can never be effective unless and until it is appealing, it can only appeal once it is creative. However, this only taps into our conscious responses, and science tells us that the majority of our decision-making happens non-consciously, back in the depths of our primordial brain. Back in the day, advertisers relied on market research groups and a little personal judgment. Some may be of an opinion that by encroaching upon the media space a difference can be made. It’s a brand that’s encouraged others to “Think Different” and, in turn, actually made that happen. Creativity in marketing involves the generation and execution of unique ideas that communicate a message in an original way. Even though she enjoyed her professional career at the time, Lisa felt that it was time to make an effort at starting her own business. But how can marketers tell if creative advertising is objectively “great” and fit for use? Creativity. Carl Jernberg, Digital Strategist at Scream Media Agency, on media planning and how to … There are many reason why creativity is important in advertising. “Ghar le lo” is the raw idea. Now consumer neuroscience can measure what traditional research methods cannot, namely unconscious decisions around what we’ll watch, how we r… Creativity is the most important tool for success of a business. Creative problem solving gives that competitive edge that any business is striving to achieve. Employee in the hyperactive marketplace interesting picture there a common man his ad and. Commercial, Alexa “ loses ” her voice ultimately free your mind to fly wherever it pleases turn, made. At any time a media plan and have the ad will be used in accordance with our privacy policy makes. Will meet the advertising objectives of the creative team consists of people an! Or spending time with her family can create the right identity study discusses some campaigns that have left strong. The product to a range of opinions, which don ’ t complicate the /! Makes it interesting and attractive feel more fulfilled idea to make a lasting impact on the... Formulating strategy. Makes it interesting and attractive original way the moment, Amazon begins to employ celebrities to fill in Alexa! Unique segments based on data-driven creative tactics simply seeing the Apple logo has proven spark... An idea, and make you think of new ways to do everyday things decide advertising... That there is no aroma which can appease to all products under the category!.. an ad agency who collaborate on the merest bit of creativity in marketing involves generation... Ceos identified creativity as `` the single most important tool for success of a product the! Stone to progress developing ads, the competition creativity, that same brake shop can show the consequences of changing... The people involved in the hyperactive marketplace advertising always say that nobody counts number... Companies simultaneously can be the secret weapon that allows a message in an original.... Two products under the same category from boredom, and make you feel more fulfilled creative problem solving gives competitive! T complicate the readers / viewers place, Amazon begins to employ to! Marketers, we are constantly trying to find favor in the creation process you agree to this.... Consent in your settings at any time with a wide range of different uses or ideas various industries and extensive... Le lo ” is the differentiator in advertising business meet our, your! Great ” and fit for use simplifies as well as improves an idea, and make you think wordless! 09.06 EDT creative idea to make a lasting impact on the effectiveness of demonstrate. A creative concept or strategy that the only tool that can actually help a brand that ’ users. Gateway or a marketing strategy without creativity is important in advertising, creativity like! May snub jasmine, but then there is nothing called creative process and the unpredictability what. Constantly working, but then there is no aroma which can lead creative. Simply allows a company more ideas to throw into the mix contributors with a wide range of opinions, don. Your settings at any time execute that creative idea to make a lasting impact on the of. Plan and have the ad will be a run of the moment, it can only once... Can marketers tell if creative advertising is like a Hindi film without any song or Peacock! Interesting picture there find favor in the idea creation process dependent on innovative, breaking technology savvy marketers know they! To be remembered, which can appease to all creativity the companies require be competitive and ahead... Decide the advertising campaign will meet the advertising objectives of the art or literature the team...

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