Post on 14-Jan-2017
transcript
CREATIVITY IN ADVERTISINGWhen It Works and When It Doesn’tBy Werner Reinartz and Peter Saffert
Submitted by-Group 3
Shubhra|Pankaj|Parul
Creativity…More memorableLonger lastingLess media spending Build fan community
Creativity ……………….. ?
Is this Creativity ?
The ability to find unusual and non obvious solutions to a problem
Elaboration : 1.32
Artistic value : 1.19
Originality : 1.06
Flexibility : 1.03
Synthesis : 0.45
Varying influence level of dimensions on Sales
No one had attempted to touch the tender issue of re-marriage;
This advertisement broke all shackles of this mindset
Set in the contemporary India, this ad highlights and celebrates re-marriage like no other brand has ever done
Tanishq Wedding Ad
Two lovers are running towards each other: a typical Bollywood romance scene
And they are tired because Philips have introduced such a wide screen TV
But instead of hugging, they are tired in between and they quit their meetup
Philips Widescreen TV Ad
Predicting an Ad’s effectiveness
Overall creativity rating = Average of scores of each dimension
Consumer respondents are asked to score(1-7) the ads on each of the 5 dimensions by answering the questions under each dimension
Is the ad “out of the ordinary”? Does it depart from stereotypical
thinking? Is it unique?
Originality
Does the ad contain ideas that move from one subject to another?
Does it contain different ideas? Does it shift from one idea to
another?
Flexibility
Does the ad contain numerous details?
Does it extend basic ideas and make them more intricate?
Does it contain more details than expected?
Elaboration
Does the ad connect objects that are usually unrelated?
Does it contain unusual connections?
Does it bring unusual items together?
Synthesis
Is the ad visually or verbally distinctive? Does it make ideas come to life graphically or
verbally? Is it artistic in its production?
Artistic Value
Dimensions of creatvity
Cola beverage
perfumes Soaps Shampoo
Use of creativity differ by category
Conservative approch
More creative ads will be effective
allow other parts of the ad budget to be
significantly reduced
Increase Investment will usually pay for itself
Product Categories Leave money on the
table
.
Allocated TV Budget for
airtime $500,000
Allocated TV Budget for
airtime $400,000
Creative Index rating 3
Creativity Index rating 3.5
Sales impact of campaign B is 1.07% higher
Week 1
Two TV campaigns
Campaign A Campaign B
Week 2 This gap increases to
1.93% 2.63%
3.19%Week 3
Week 4
More creative ad
Sales impact Diagram
https://www.youtube.com/watch?v=NlCfl5K6U80
Higher Air time
https://www.youtube.com/watch?v=NlCfl5K6U80
One Two Three Four Five Six0
10
20
30
40
50
60
Originality
Elaboration
Synthesis
Artistic Value
Impact of particular creative choice
• Both campaigns Creative index rating 4.0
• Weekly airtime budget $400,000
Combination of creative dimension in campaign C produces positive impact on sales three times at great as that of Campaign D
Campaign C
Campaign D