Creativity in Advertising: When It Works and When It Doesn’t

HBR ARTICLES

What Is Creativity?

THE ABILITY TO FIND UNUSUAL AND NONOBVIOUS SOLUTIONS TO A PROBLEM

TORRANCE SCORED RESPONSES TO TEST QUESTIONS ALONG FIVE DIMENSIONS: FLUENCY, ORIGINALITY, ELABORATION AS WELL AS ABSTRACTNESS AND WHAT HE CALLED RESISTANCE TO PREMATURE CLOSURE

Use of creativity differs by category

When products are functional and oriented toward clear consumer goals unorthodox approaches are less preferred.

Is More Creativity Better?

Does amping up the creativity level drive even more purchases? Not necessarily. Categories usually associated with highly creative ads—such as coffee or cola—do not always get a big boost when more creativity is added to campaigns

USE OF CREATIVITY DIFFERS BY CATEGORY.

LEVELS OF CREATIVITY VARY SIGNIFICANTLY ACROSS PRODUCT CATEGORIES, WITH THE OVERALL SCORES RANGING FROM 2.62 FOR SHAMPOO TO 3.60 FOR COLA.

USE OF CREATIVITY

FAILURE OF CREATIVITY

Choosing the Right Model

Companies typically use sales response models that are based on conventional regression analyses.

But such regression is problematic because it assumes that the input variables are independent of one another in their effect.

That’s why we use a hierarchical sales response model.

Hierarchical models get around the problem by nesting one regression model within another.

MODULE 3

CASE ANALYSIS

IN THE LECTURE METHOD, LEARNERS RECEIVE KNOWLEDGE FROM AN EXPERT. IN THE CASE METHOD, LEARNERS MAKE THE KNOWLEDGE WITH THE ASSISTANCE OF AN EXPERT. A BUSINESS CASE IMITATES OR SIMULATES A REAL SITUATION

CASE METHOD

The best way to persuade is through argument.

Persuasion is the art of convincing an audience, listeners or readers, to believe, think, or act as the speaker or writer wants them to.Cases have multiple meanings and thus are always controversial.On the other hand, the audience’s knowledge of the case is an asset. The lecture model is good at transferring information. Like any learning model, it has limitations

CASE METHODPERSUASION

THE SPRINGFIELD NOR’EASTERS: MAXIMIZING REVENUES IN THE MINOR LEAGUES

KEY TAKEAWAYS

• ANALYZING GIVEN EXHIBITS• WORKING WITH NUMBERS• DECIDING ONA PRICING STRATEGY• WHOM TO TARGET• COVERING REVENUES• SCALED" PRICING STRATEGY FOR A

PERISHABLE SERVICE

WHAT WE LEARNT

SURVEYS HELP PREDICTING PRICES AND RECOVER COSTS BETTER

MedNet.com Confronts “Click-Through” Competition

WHAT WE LEARNT

HOW TO FACE COMPETITION WHILE STICKING TO YOUR CORE COMPANY VALUES, THROUGH CONSTANT REINVENTION

Mountain Man Brewing Company: Bringing the Brand to Light

WHAT WE LEARNT

INTRODUCING NEW PRODUCTS , LIGT WHILE PRESERVING THE REPUTATION OF THE OLDER PRODUCTS

CASE 1: CREATIVITY WORKS

• BJP 2014 AD CAMPAIGN

WHAT WORKED

UNIQUE RHETORIC

WHAT WORKED

APPEAL POSITIVELY AND BRAND DIFFRENTIATION

CASE 2: IIN ADS

WHAT WORKED

PROPOSING ALTERNATIVE USE FOR THE SAME PRODUCT

MODULE 1

PRESENT BETTER

5 DEADLY

SINS OF

PRESENTIN

G

JESSE DESJARDINS

1) VOMITTING WORDS

2) LACK OF VISUALS

3) CRAP QUALITY

MAINTAIN QULAITY, EITHER HIRE PEOPLE OR REVERSE ENGINEER GREAT ONES

4) EXCESSIVE COLORS

5) LACK OF PREP

NANCY DUARTE

THE ART OF STORYTELLING

BUILD A STRUCTURE TO YOUR STORY

THE SHAPE OF GREAT COMMUNICATION FOLLOWS A SIMPLE 3 ACT STRUCTURE –

BEGINNING, MIDDLE AND END.

UNDERSTAND WHAT WILL RESONATE

MAKE THE AUDIENCE THE HERO WITH THE GOAL TO MOVE THE AUDIENCE FROM ONE STATE TO ANOTHER THROUGH THE POWER OF STORY.

Imagine and poetically describe an amazing future

Great storytellers take a step back from their current reality.

 Start with the end in mind

 Know your audience as well as possible

Have a sound, clear structure

MODULE 2

KOTLER CHAPTERS

CONSUMER MARKETS

THE ADVERTISING IS KEPT IN MIND TO APPEAL TO SEGMENTS

VARIOUS POINTS AT WHICH CREATIVITY MIGHT INFLUENCE THE BUYER

DEVELOPING BRAND THROUGH ADVERTISING

Points of difference

Points of parity

BRAND EQUITY

THE VALUE OF HAVING A WELL-KNOWN BRAND NAME

BRAND EQUITY

THE VALUE OF HAVING A WELL-KNOWN BRAND NAME

BUILDING BRAND EQUITY

PRODUCT STRATEGY

5 PRODUCT LEVELS

MARKETING CHANNEL LEVELS

RECAP

MODULE 1

PRESENT

BETTER

MODULE 2

KOTLER STUDY

MODULE 3

CASE ANALYSIS

MODULE 4

CREATIVITY

HBR ARTICLE

THANK YOUTHESE SLIDES WERE CREATED BY YATIN ARORAB.TECH STUDENT DELHI TECHNOLOGICAL UNIVERSITYAS PART OF AN INTERNSHIP DONE UNDER THE GUIDANCE OF PROF. SAMEER MATHUR (WWW.IIMINTERNSHIP.COM)