Creativity Without Strategy In Advertising

“Creativity without strategy is called art; creativity with strategy is called an advertising” (Gourley). Advertising is all around us; it is an unavoidable part of people’s life. Anywhere a person looks, he will always see some form of advertisement. In fact, billboards, posters, fliers, and other print media are visible almost everywhere. Basically, all these promotional materials aim to inform people about the existence of a certain product or service. One of the most popular advertisements that you can see today is billboards with drink product Pepsi. One of the recent advertisements of that company is a billboard that you can see in subways or at the bus stations of a middle aged elegant woman who is having fun with her can of Pepsi by …show more content…
Every print advertisement carries a specific message that is associated with the marketing objective of the sponsor. Another important aspect that have been used in the advertisement is its simplicity. The simplicity attracts consumers and makes them easier to get the message that being p[resented with an advertisement. In one of the articles author stated stat "Essential element in advertising communication is to keep things simple. Usually the difference to an award-winning ad and an ad that brings in the results is simplicity. The simpler the message, the easier to make conclusions about the data" (Gourley). Author meant that the best winning advertisings are usually simple which makes them memorable and easy to find and buy. The Pepsi advertisement greatly presents its simple and memorable form. The woman looks very simple with a big hat that almost covers all her face and a straw with a can. This image attracts people with its simplicity and beauty that make them think that the product is great and worth a try. Another article states that "The essence of the product is important, it always stated in the simplest terms of its basic advantage. And state this both tangibly and memorably" (Lutz). The simplicity also makes people to quickly memorize the product and try it. If consumer would see the ad in a public place, or any media they would quickly learn what is being advertised and buy the product after. The aspect of simplicity of the product is really good presented in the Pepsi advertisement and greatly portrays the message the product got its new shape of can that must be tried