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)