Creativity in Advertising:When It Works and When It Doesn’tby Werner Reinartz and Peter Soffert

Presented by,Nipun (IEP17027) | Evrard (IEP17038) | Alain (IEP17037) | Nikhil (PGP31158) | Nishant (PGP31159) |Vineet (PGP31245)

“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less

media spending, and builds a fan community…faster.” – Stephen Vogel

Creativity is a divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem.

What is Creativity

Elements of Creativity

Originality

Flexibility Elaborateness Synthesis Artistic Effects

A euro invested in a highly creative advertisement campaigns had nearly double the sales impact of a euro spent on a non creative campaign

Key Takeaways

What Creativity Combination Work Best ?

Originality+

Flexibility

Originality

+Synthesis

Originality

+Synthesis

Originality

+Synthesis

Originality

+Synthesis

Less Effective More EffectiveReflectiveEffectiveness-1%Usage : 9.8%

ReflectiveEffectiveness+1%Usage : 10.7%

ReflectiveEffectiveness+28%Usage : 10.5%

ReflectiveEffectiveness+89%Usage : 10.9%

ReflectiveEffectiveness+96%Usage : 9.9%

Is More Creativity Better

7.63%

0.795%

4.43%

-1.73%Shaver

, Coffee

Cola, Yogurt

Shampoo, detergent

Body Lotion, Face care

Impact on Sales

Categories usually associated with highly creative ads do not always get a big boost when more creativity is added to the campaigns and among categories associated with low creativity getting creative is not always a bad idea.

An original ad comprises elements that are rare or surprising, or that move away from the obvious and commonplace. The focus is on the uniqueness of the ideas or

features contained in the Advertisement.

Originality

FlexibilityAn advertisement scoring high on flexibility smoothly links the

product to a range of different uses or ideas.

ElaborationDetails or extend ideas about the product. An advertisement should uncover the main idea of a product, but don’t make your audience

confused

SynthesisSynthesis is about blending or connecting

normally unrelated objects or ideas.

Artistic valueAdvertisements with a high level of artistic creativity contain aesthetically appealing verbal, visual, or sound elements. Their production quality is high, their dialogue is

clever, their colour palette is original, or their music is memorable.

Thank You