Fundamentals of
Creativity in
Advertising
Importance
Creates Top of Mind Awareness
Helps Advertising to Inform
Concept
& Helps Advertising to persuade
Importan Enhances brand image
ce-
Ads stand class apart
Creativity
Ads Develop Positive Attitude
Ads give competitive advantage
Study the product
Collection of relevant information
Determine advertising objectives
Creative Conceptualise ideas
Process Analyse the ideas
Short listing of ideas
Drafting of Ad
Production of Ad
Creative
Brief
Techniques
of
Visualisatio
n-
Juxtapositio
n and
Association
Techniques
of
Visualisatio
n- Analysing
Competitive
Ads
Brain Storming
Story Construction Techniques
Techniques Divergent Thinking
of
Rough Layout
Visualisatio
n Observation
Attribute Listing
Meditation
Appeals- Emotional Appeal
Personal Appeal
This print ad by Gillette not only uses mixed media to catch attention (sandpaper in a magazine), but
also appeals to personal concerns of fathers. The ad states that research shows how important skin-
to-skin contact is for infants and questions what kind of razor-smooth finish they want to share.
While the personal appeal is directed toward new fathers, those without children will still understand
the message of quality.
Appeals- Emotional Appeal
Social Appeal
People are motivated by what others are doing around them. In this IKEA ad, there is a
clear reference to the insanely popular TV show, Game of Thrones. In 2018, the head
costume designer for the show revealed how Jon Snow's cape is actually made from
affordable IKEA rugs. The ads appeals to consumers' need to feel part of something or
included: Even the Game of Thrones tries to stay within budget by shopping at IKEA, like
Appeals- Emotional Appeal
Fear Appeal
Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears,
while others draw on a sense of loss. In this graphic ad, fear of losing something
awesome may motivate people to take action and help save the forests.
Appeals- Emotional Appeal
Fear Appeal
Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears,
while others draw on a sense of loss. In this graphic ad, fear of losing something
awesome may motivate people to take action and help save the forests.
Appeals- Emotional Appeal
Romantic Appeal
Appeals- Emotional Appeal
Youth Appeal
Appeals- Emotional Appeal
Musical Appeal
Appeals- Emotional Appeal
Potential Appeal
This type of advertising appeal communicates a sense of empowerment to turn dreams into a
reality. In this Lego ad, the clear connection is that Lego helps children imagine, solve
problems and work toward a better future. This was part of a campaign that included similar
fireman and rockstar images in ads that were placed at strategic schools, playgrounds and
Appeals- Rational Appeal
Scarcity Appeal
Coke boosted their brand appeal with a limited time campaign that personalized bottles with names and
titles. People rushed out looking for the names of their family and friends to keep, photograph or gift.
While the scarcity was part of the appeal, Coke took this campaign a step further by allowing customers
to personalize their own Coke bottles and even search their website to see where (or if) their names were
on bottles somewhere in the US. Scarcity increases the feeling of value and makes the customer rush to
Appeals- Rational Appeal
Contrasting Appeal
You can also highlight what sets your brand apart with a stark comparison between your product and the
competition or how life would be without your products. In this IKEA ad, there is a clear contrast between
those who “unboxed” their balconies with IKEA style products and the neighbours surrounding them. The
stark contrast in this ad creates an unquestionable appeal to express personal style and create a living
space that no one else is taking full advantage of. Contrast can be a subtle way to prove your brand is a
Appeals- Rational Appeal
Status Appeal
Appeals- Rational Appeal
Beauty Appeal
There are many products and services that depend on beauty for a rational purchase choice.
Product shots, for example, have to be well lit to provide rational customers with the best
opportunity for comparing and choosing the product right for them. This catalog
from West Elm features beauty shots of every item—perfectly staged, lit and accessorized.
Beauty shots help the potential buyers see the full potential of an item.
Unique
Selling
Proposition
Endorsers-
Celebrity/ie
s Endorser
Endorsers-
Professional
s
Endorsers-
Company
Executives
Models
Common People
Endorsers
Radio and TV Announcers
Animated or Cartoon Characters
Advantages Limitations
Ads standout from Limited Time Frame
clutter
Team performance
Brand awareness
Celebrity Emotional connection
Public controversies
Endorseme with customers Scandals
nts Increased product Cost factor
usage Gap between
Creates differentiation endorsement and usage
Repositioning of the Shifting loyalty
Brand Problem of Multiple
Public relations Endorsements
Decision
Type
Thinking (Information) Feeling (Emotive)
Decision Decision
Involvement
Involvement HIGH • House Purchase • Designer clothes
& Processing • Computer buy • Gold jewellery
Matrix
LOW • Daily household • Cigarette
items • Low priced
• OTC medicines perfumes
Consumer Behaviour in Indian Context; K.K. Srivastava, Sujata Khandai