Three ingredients of creativity in advertising:
Three key factors in successful advertising
Creativity resulting from 'team work', effectiveness, and communication are the key factors in successful advertising campaigns, and the agencies must strive for balance between them. Among the three factors, 'communication' could be a measurer of the others, and most important factor from the consumers' point of view. For advertising to be useful, communication between the company that originates the advertisement and the potential customer must take place. The real communication is a two-way process requiring active participation by both the sender and the receiver of the message to facilitate the transfer of meaning.
When the real communication occurs, the other two factors, creativity and effectiveness, could be worth it. Otherwise, no matter how great the creativity or effectiveness is it won't be useful at least in advertising business. This suggest several important characteristics of creativity in advertising. Most of all it should be different from the creativity of universial meaning. Here are four unbreakable rules of creativity:- Make it relevant to the customer
- It should be promise to the customer
- Don't let it stand alone
- Always put the product in the center of the commercial
What if creativity goes too far
People say it is easier to create a memorable advertisement than it is to create an advertisement that makes the product memorable. A number of tests have proved that people often remember a commercial, but not a product. This problem is called vampire creativity. It occurs primarily with advertisements that are too entertaining, too original, too involving, or too provocative. Using humor or celebrity in advertisement can cause this problem. Under the one condition, vampire creativity could be effective. When people are exposed that kind of commercials not just once but several times, namely higher frequency is promised, the effectiveness could be relatively higher than the commonplace advertisements. However it is crucial that the ads establish a strong link between the message and the product so that remembering the commercial means also remembering the product.
|
|
