Managing Creativity in Advertising

Managing Creativity in Advertising

Importance of Creativity in Advertising and IBP

Role of Creativity in Advertising

 Creativity in advertising helps break through the clutter and be remembered by
consumers.

 It assists ads in making sense to consumers and setting the agenda.

 Creativity gives meaning to the brand and helps establish meaningful, emotional
connections with consumers.

Consumer-Based Strategy

 Begins with understanding consumer psychology and behavior in relation to the
product/brand.

 Consumer insights are utilized to develop or refine the creative strategy.

Elements of Advertising Creativity

Creative Strategy

 Determines the message that the advertising will convey to the audience.

Creative Tactics

 Focuses on the execution of the message strategy.

Advertising Creativity Definition

 Involves generating fresh, unique, and relevant ideas to solve communication
challenges.

Factors Affecting Creativity

Determinants of Creativity

 Divergence: Novelty and uniqueness of ad elements.

 Relevance: Meaningfulness and value of ad elements to consumers.

Account Planning