Essay on Creativity Makes Advertising Effective

1629 Words Jan 22nd, 2011 7 Pages
Introduction This essay aims at exploring the impact of creativity in advertising and how creative advertisements are more effective in communicating to a target audience. It looks at how creative ads have more impact and how consumers react when the message is delivered in a unique and new way. It particularly focuses on the value that a creative ad can imply for a brand or a product and how it can contribute to strengthen corporate brand image. How a creative ad can build consumer brand loyalty and change his or her mentality towards the firm and strengthen brand loyalty. The first part of essay talks about creativity in advertising. What is creativity in advertising and how does it impact the corporation and …show more content…
As the flipside of an creative ad is that it may not make any sense to the consumer. The commercial may not have a connection between the creative idea and the utility and features of the product. A international master brand like Coke cola had a annual budget of $2.6 billion in the year 2006 (Coke-Cola Company ,2010) . They have the liberty to bombard consumers with commercials to sustain brand retention and loyalty throughout the year whereas the same cannot be said for a smaller organization which would have a limited budget for marketing and advertising purposes. Smaller agencies who work with clients with limited budgets or clients that are under the radar are the ones who can work on creative ideas as taking risks is acceptable when compared to other competitors in the market . They have a need to influence the consumer in building apperception about the product or service. Creativity can also become unfashionable when the reliance on novelty and originality at the expense of relevance makes the advertisement vulnerable to perceptual filtering of the message, which may actually reduce effectiveness (Bottomley P , Heath R , Nairn A, How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention, 2009 ) .
Especially for international campaign creativity has to be restrained

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