Introduction to creativity :-
Creativity is always exciting. From experts to common men all intend to use creativity in their work in order to be different from others and achieve the benefits of such differentiation. To create means to originate, to conceive a thing or idea that did not exist before. Creativity involves combining two or more previously unconnected objects or ideas into something new. Creativity is the generation and presentation of new ideas which are different and innovative to satisfy target audience. Ad agencies adoptedcreativity to create and display advertisements which are eye. catching and possess recall value. The use of grab – handles in BEST buses to provide ad message is a classic example of creativity. Creativity is a mental process involving the generation of new ideas. Creativity is very common. It enriches everyone’s lifelifee.
Creative advertising needs to be imaginative, intelligent, sharp, to the point and extremely catchy. It must motivate people to purchase a product. The message and appeal made should be able to make positive impact on the consumers. Creativity should focus the attention of the reader on the product and he must feel the urge to have that product for some benefit. Creative advertising should be able to create demand for the product. e.g., HUL while marketing its floor disinfectant Domex, used 3D technology to display floor graphics of Domex in the selected retail outlets. 3D technology is a visualisation technique where an object image is projected through mirror and lenses. The object can be viewed from all angles.
DEFINITION OF CREATIVITY:
“Creativity is the ability to develop new useful ideas that produce desired results.”
- Albert Wesley “Creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.” – Belch and Belch
“Creativity is the ability to formulate new combinations from two or more concepts already in the mind.” -J. W. Young
ADVANTAGES OF CREATIVITY IN ADVERTISING:
(1) It creates quick demand for a newly introduced product.
2) It creates awareness about the product in the mind of prospects.
(3) Creative advertising, creates desire and motivates consumers to purchase the product.
(4) Creative advertising quickly draws the attention of people towards the plus points of the product and promotes its sale. Many products such as colour TV, computers, washing machines, etc. get popular support from consumers due to creative advertising.
5) Creative advertising makes consumers conscious of their needs.
CREATIVE STRATEGY DEVELOPMENT:
1) Advertising objective: Although the function of marketing is to sell, the purpose of advertising is to help the selling process through communication with prospective customers, Most advertisements inform as well as persuade. Some a designed to help established attitudes and buying behaviours. are Others try to reinforce or change existing shopping habits, brand images and usage patterns. The advertising objective expresses the desired positioning of the product or service advertised by describing the image the advertiser desired to communicate to consumers.
(2) Target audience: It is important to have accurate description of the demographic and psychographic composition of target audience for whom the advertisement is being created. Quantitative data such as age, sex, marital status, occupation income, education, residence etc. must be supplemented by information about consumer attitude relating to advertised products, competitors as well as to the type of creative claims being considered for the message. Similarly, information on media, shopping and buying habits and on product usage must also be gathered.
(3) Creative promise: Next comes a statement of the exact product value that the advertisement will communicate to potential consumers. The main creative message should centre around brand advantage to the target audience.
(4) Supportive claim: In order to maintain credibility for his promise, the advertiser must use factual information. No promise would be accepted or believed by the target audience unless it spells out the specific gains consumers would get by purchasing the product/service.
(5) Creative style: Every copy must describe the mood of the forthcoming advertisement or commercial such as cheerful, dramatic or business like. Creative messages give distinct personalities that are expressed through copy (printed or spoken words) and through graphics and aural effects (printed, visual, sound and music effects).