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Creativity in advertising
Creative advertising is more memorable, longer lasting, and works with less media spending than traditional advertising. It builds fan communities faster. Key dimensions of creativity are originality, flexibility, elaboration, synthesis, and artistic value. Some creative Indian ad campaigns that were successful include Airtel's "Har ek friend" campaign, Amul's long-running print ads, Vodafone's Zoozoos characters, Flipkart's ads showing kids in adult roles, and Pepsi's youth-focused campaigns. Research shows that the longer creative ads run, the more impact they have on sales, and creative campaigns on average nearly double the sales impact per rupee spent versus non-creative campaigns. However, the effect of
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Creativity in advertising
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- 2. Key to successin advertising “Nothing is more efficient than creative advertising. It is more memorable, longer lasting, works with less media spending, and builds a fan community faster.” - Success mantra by Stephen Vogel CCO of Ogilvy & Mather Germany
- 3. Are creative adsmore effective in inspiring people?
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- 21. Quantification of eachdimensions (relative to the overall average creativity of 1.0) • Elaboration-1.32 • Artisticvalue-1.19 • Originality-1.06 • Flexibility-1.03 • Synthesis-0.45
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- 23. Application of creative advertisingin Indian market
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- 25. Airtel “Har ekfriend” ad campaign • Itwasoneofthemostcatchyviral-ad- campaign • Theadwasabletogathermore-thanthe expectedfanfollowing • Sopopularisthejingle,Harekfriendjaroori hotahai
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- 28. Amul Print adcampaign •Amulhasmadeitselfthelongestrunning printad-campaignintheworld •Itfeaturesachubbyangelicmoppetwho hasbeengracingIndianhoardingssince 1967
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- 40. Do creative advertisements increasesthe sales of the product?
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