0000000016 00000 n Entrepreneurship management, University of Allameh Tabatabaii, … We also wanted to highlight that brand endobj Advertising creativity is the artistic way to combine new and meaningful relationship, This would contribute to the current literature and provide practitioners with greater insight into how agencies manage the advertising creative process. 19 0 obj Advertising is crucial for the launch (introduction) of a brand new product, … The collaboration of creative minds has the ability to push creative business ideas into … “Creativity is the creation of an idea or object that is both novel and useful,” he explains. While advertising textbooks, trade papers, and practitioners have long understood the importance of ad creativity in a competitive marketplace, academic research has only recently begun to focus on this important topic. The elaboration; testing the idea, working on the idea, those late nights in the studio, working at your desk, those hours in the labratory if you are scientist, those days testing and micro-testing products. 22 0 obj 6 0 obj creativity is integral to success. A creative design is basically a design that fulfils the objective it was created for. 2; NO. 0000003610 00000 n 0000006491 00000 n An organisation that is creative in its advertising is able to generate unique, original ideas that will satisfy marketing communication needs. Advertising creativity goes hand-in-hand with the tactical choices the organisation makes in terms of the right message, the choice of media and how the advertisement will be presented. Innovation is the implantation of creative inspiration. We often think about creativity as making something, but in fact the root meaning of the word means ‘to grow’. The Importance of Creativity in Business Organizations today operate in a highly competitive, global environment, making creativity crucial. 2 0 obj 4 min read. 21 0 obj Its existence in prehistoric times is confirmed, for example, by an Egyptian papyrus with the information of the upcoming sale of a slave. Creative agencies can perform any number of functions for clients; from strategy and design, to technology or … H��S�n�0��+x$z���(� ~�uQ'F�(���U�R*����%e;E��B���ٙ]j���3�./��F���^o�&�ƴ���M�U^VMn��!�����B�Q�A�QJTAD�ِS?��v@3���A�9. 0000009615 00000 n Advertising strategy MM – 102 Advertising Strategy | 2 the executive and the creative reaches a critical point at the stage in which an advertisement is developed. Media used in advertising = mass media Broadcasting media = television, radio Niche media = Expansión, Revista Merca2.0, etc. For this purpose, one of the most important advertising agencies in Finland was chosen as a case study. uuid:0130307b-4b40-4cba-b915-39319515e9d3 —Silvano Arieti The purpose of this chapter is to describe what we mean by “creative approaches to prob - 4 0 obj << /A 35 0 R /C [ 0.0 0.0 1.0 ] /Next 36 0 R /Parent 7 0 R /Title (Front) >> Advertising can be very expensive. 23 0 obj of advertising, which clients seemed to miss – for instance, budget setting, phasing, and biggest of all, creative quality. << /Count 5 /Kids [ 60 0 R 61 0 R 62 0 R 63 0 R 64 0 R ] /Parent 8 0 R /Type /Pages >> Interactive media allow the two way communication. << /A 37 0 R /C [ 0.0 0.0 1.0 ] /Parent 7 0 R /Prev 38 0 R /Title (Back) >> 0000004059 00000 n Creativity as a tool is important in advertising, and brand cannot exist without creativity. While advertising textbooks, trade papers, and practitioners have long understood the importance of ad creativity in a competitive marketplace, academic research has only recently begun to focus on this important topic. It was a pretty simple formula: Good creative sold products, bad creative didn’t. Bring creativity to measurement . PDF | This study examines how advertising creativity affects consumer processing and response. 0000005796 00000 n This point rings true for logo as well. endobj With good visual effects it will attract the target audience attention that creates interest by establishing feelings of desire to bring about an action to purchase. holtzhausent 17 0 obj <]>> << /Count 5 /Kids [ 65 0 R 66 0 R 67 0 R 68 0 R 69 0 R ] /Parent 8 0 R /Type /Pages >> “Creativity is a new idea that has value in solving a problem, or an object that is new or useful.” That can mean composing a piece of music that’s pleasing to the ear or painting a mural on a … Sure, all ads have a point – an argument, in a sense – but they have to make that point in a creative way or else they sound like a technical manual or an academic treatise. 13 0 obj << /K [ 70 0 R 71 0 R 72 0 R 73 0 R 74 0 R 75 0 R 76 0 R 77 0 R 78 0 R 79 0 R 80 0 R 81 0 R 82 0 R 83 0 R 84 0 R 85 0 R 86 0 R 87 0 R 88 0 R 89 0 R 90 0 R 91 0 R 92 0 R 93 0 R 94 0 R 95 0 R 96 0 R 97 0 R 98 0 R 99 0 R 100 0 R 101 0 R 102 0 R 103 0 R 104 0 R 105 0 R 106 0 R 107 0 R 108 0 R 109 0 R 110 0 R 111 0 R 112 0 R 113 0 R 114 0 R 115 0 R 116 0 R 117 0 R 118 0 R 119 0 R 120 0 R 121 0 R 122 0 R 123 0 R 124 0 R 125 0 R 126 0 R 127 0 R 128 0 R 129 0 R 130 0 R 131 0 R 132 0 R 133 0 R 134 0 R 135 0 R 136 0 R 137 0 R 138 0 R 139 0 R 140 0 R 141 0 R 142 0 R 143 0 R 144 0 R 145 0 R 146 0 R 147 0 R 148 0 R 149 0 R 150 0 R 151 0 R 152 0 R 153 0 R 154 0 R 155 0 R 156 0 R 157 0 R 158 0 R 159 0 R 160 0 R 161 0 R 162 0 R 163 0 R 164 0 R 165 0 R 166 0 R 167 0 R 168 0 R 169 0 R 170 0 R 171 0 R 172 0 R 173 0 R 174 0 R 175 0 R 176 0 R 177 0 R 178 0 R 179 0 R 180 0 R 181 0 R 182 0 R 183 0 R 184 0 R 185 0 R 186 0 R 187 0 R 188 0 R 189 0 R 190 0 R 191 0 R 192 0 R 193 0 R 194 0 R 195 0 R 196 0 R 197 0 R 198 0 R 199 0 R 200 0 R 201 0 R 202 0 R 203 0 R 204 0 R 205 0 R 206 0 R 207 0 R 208 0 R 209 0 R 210 0 R 211 0 R 212 0 R 213 0 R 214 0 R 215 0 R 216 0 R 217 0 R 218 0 R 219 0 R 220 0 R 221 0 R 222 0 R 223 0 R 224 0 R 225 0 R 226 0 R 227 0 R 228 0 R 229 0 R 230 0 R 231 0 R 232 0 R 233 0 R 234 0 R 235 0 R 236 0 R 237 0 R 238 0 R 239 0 R 240 0 R 241 0 R 242 0 R 243 0 R 244 0 R 245 0 R 246 0 R 247 0 R 248 0 R 249 0 R 250 0 R 251 0 R 252 0 R 253 0 R 254 0 R 255 0 R 256 0 R 257 0 R 258 0 R 259 0 R 260 0 R 261 0 R 262 0 R 263 0 R 264 0 R 265 0 R 266 0 R 267 0 R 268 0 R 269 0 R 270 0 R 271 0 R 272 0 R 273 0 R 274 0 R 275 0 R 276 0 R 277 0 R 278 0 R 279 0 R 280 0 R 281 0 R 282 0 R 283 0 R 284 0 R 285 0 R 286 0 R 287 0 R 288 0 R 289 0 R 290 0 R 291 0 R 292 0 R 293 0 R 294 0 R 295 0 R 296 0 R 297 0 R 298 0 R 299 0 R 300 0 R 301 0 R 302 0 R 303 0 R 304 0 R 305 0 R 306 0 R 307 0 R 308 0 R 309 0 R 310 0 R 311 0 R 312 0 R 313 0 R 314 0 R 315 0 R 316 0 R 317 0 R 318 0 R 319 0 R 320 0 R 321 0 R 322 0 R 323 0 R 324 0 R 325 0 R 326 0 R 327 0 R 328 0 R 329 0 R 330 0 R 331 0 R 332 0 R 333 0 R 334 0 R 335 0 R 336 0 R 337 0 R 338 0 R 339 0 R 340 0 R 341 0 R 342 0 R 343 0 R 344 0 R 345 0 R 346 0 R 347 0 R 348 0 R 349 0 R 350 0 R 351 0 R 352 0 R 353 0 R 354 0 R 355 0 R 356 0 R 357 0 R 358 0 R 359 0 R 360 0 R 361 0 R 362 0 R 363 0 R 364 0 R 365 0 R 366 0 R 367 0 R 368 0 R 369 0 R 370 0 R 371 0 R 372 0 R 373 0 R 374 0 R 375 0 R 376 0 R 377 0 R 378 0 R 379 0 R 380 0 R 381 0 R 382 0 R 383 0 R 384 0 R 385 0 R 386 0 R 387 0 R 388 0 R 389 0 R 390 0 R 391 0 R 392 0 R 393 0 R 394 0 R 395 0 R 396 0 R 397 0 R 398 0 R 399 0 R 400 0 R 401 0 R 402 0 R 403 0 R 404 0 R 405 0 R 406 0 R 407 0 R 408 0 R 409 0 R 410 0 R 411 0 R 412 0 R 413 0 R 414 0 R 415 0 R 416 0 R 417 0 R 418 0 R 419 0 R 420 0 R 421 0 R 422 0 R 423 0 R 424 0 R 425 0 R 426 0 R 427 0 R 428 0 R 429 0 R 430 0 R 431 0 R 432 0 R 433 0 R 434 0 R 435 0 R 436 0 R ] /P 9 0 R /S /Sect >> application/pdf Creativity is moving from the known to the unknown. Creativity is important in almost every aspect of life, right from feeding a child to almost every aspect of the business, creativity plays an exceedingly crucial role. Back in the day, advertisers relied on market research groups and a little personal judgment. 2; 62-69 THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY Somayeh Abdia*, Abdollah Irandoustb a. Islamic Azad University, Ardabil branch, Ardabil, Iran b. 0000011590 00000 n endobj advertising is very important in our society. treatment of the consumer and a very creative and glamorous area also. 0000002999 00000 n 0000009562 00000 n advertising agency: "The most important function of an agency is designing creative ads" (Tellis, 1998: 93). People are most creative in an environment where individual ability is recognised, new approaches are always welcome and leaders set an example, by focussing on the challenges of the future. Microsoft® Office Word 2007 18 0 obj uuid:209ced01-bd90-485a-86b1-dfbf1c527564 For an advertisement to be successful, it must have some core aspects or fundamental characteristics in it. Creativity is the oxygen in marketing – it is important in all aspects, from how we understand and collaborate with the people who use our categories, to making sense of brand challenges, and coming up with memorable solutions which will build our brands, as … And there is no innovation without creativity. He also discusses the role of Spikes Asia in showcasing creative talent and ideas from the most populous region of the world – Asia. Creativity is of two types: individual and organizational and … Teacher and student. It encourages us to look at other perspectives and even open up to the idea of new solutions. Advertisement appeared a long time ago. 2011-05-25T16:44:44+02:00 0000004826 00000 n Creativity is crucial for businesses today, especially when the market is dependent on innovative, breaking technology. << /Count 5 /Kids [ 50 0 R 51 0 R 52 0 R 53 0 R 54 0 R ] /Parent 8 0 R /Type /Pages >> Some of its types, such as an ad in the newspaper or on the radio, do not require much money, where other forms of advertising, such as television, require significant funding. Einstein on Imagination and Creativity Quote 1: Imagination is more important than knowledge Quote 2: Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking. The review study discusses some campaigns that have left their strong impression on consumers. << /Author (holtzhausent) /CreationDate (D:20110525164444+02'00') /Creator (Microsoft� Office Word 2007) /ModDate (D:20110528113659+02'00') /Producer (Microsoft� Office Word 2007) >> << /DA (/Helv 0 Tf 0 g ) /DR << /Encoding << /PDFDocEncoding 10 0 R >> /Font << /Helv 11 0 R /ZaDb 12 0 R >> >> /Fields [ ] >> 0000003665 00000 n 5. It is important that the idea used in advertising have a creative character. 2011-05-28T11:36:59+02:00 << /Contents [ 24 0 R 25 0 R 26 0 R 27 0 R 28 0 R 29 0 R 30 0 R ] /CropBox [ 0 0 595.32 842.04 ] /Group << /CS /DeviceRGB /S /Transparency /Type /Group >> /MediaBox [ 0 0 595.32 842.04 ] /Parent 16 0 R /Resources << /ExtGState << /GS0 31 0 R >> /Font << /TT0 32 0 R /TT1 33 0 R >> /ProcSet [ /PDF /Text ] /XObject << /Fm0 34 0 R >> >> /Rotate 0 /StructParents 0 /Tabs /S /Type /Page >> 0000001868 00000 n In other words, creativity is the essence (main ingredient or soul) of it. Our ability to create is believed to be Godlike - "a gift from the gods," as the author of Amadeus says of Creativity is the act of seeing things that everyone around us sees while making connections that no one else has made. 146 31 176 0 obj<>stream << /BaseFont /ZapfDingbats /Name /ZaDb /Subtype /Type1 /Type /Font >> endobj 0000002131 00000 n Everyone likes to talk about being “customer … endobj 2011-05-28T11:36:59+02:00 He talks about the importance of creativity in not just advertising and marketing, but the increasing importance of creativity in solving business problems and driving growth. From Creativity - Flow and the Psychology of Discovery and Invention by Mihaly Csikszentmihalyi.. Ways that "creativity" is commonly used: Persons who express unusual thoughts, who are interesting and stimulating - in short, people who appear to unusually bright. With the transformation of the advertising industry over the past several years, the balance has shifted. %%EOF Simply advertising can never be effective unless and until it is appealing, it can only appeal once it is creative. endobj Clubbing of Goals Becomes Possible. Creative advertising is when a team of creatives come together to make a campaign or commercial that creatively and effectively tells the story of a brand or nonprofit. Advertising without creativity is like a Hindi film without any song or a Peacock without feather. Creative thinking and creative thinkers are needed in those situations because it pushes out of that linear way of thinking. Advertising is impossible without creative thinking. << /Name (Watermark) /Type /OCG /Usage << /Export << /ExportState /ON >> /PageElement << /Subtype /FG >> /Print << /PrintState /ON >> /View << /ViewState /ON >> >> >> It is the most efficient way to create memorable, long-lasting impressions for your prospects, and it is a great way for you to build a fan base faster. Advertising slogans play an important role in protecting brand identity.

importance of creativity in advertising pdf

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