Help with Case

•The advertising process •Consumer insights •Value proposition •The big idea

In the previous session…

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What Is creativity?

The generation or recognition of original ideas, alternatives, or possibilities that may be useful in solving problems. It is the act of turning ideas into reality. Creativity often works by finding hidden patterns, or by making connections between seemingly unrelated situations. Creativity involves thinking and producing.

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Originality (Novelty)

Functionality (Usefulness)

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56All who study creativity agree that for something to be creative, it is not enough for it to be novel: it must have value to the situation.

Are the following ads creative?

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Is this ad creative?

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Is this ad creative?

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Is this ad creative?

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Is this ad creative?

Is this ad creative?

Creativity in advertising: Four aspects

Originality

Novelty, unexpectedness, newness. Makes advertising

more likely to be noticed.

Appropriateness

Relevance and usefulness for the brand. Connects the brand to its overall

strategy and goals.

Involvement Familiarity

Level of interest in the brand and context.

Interactivity.

How likely is for consumer direct and indirect

experience.

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Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A Meta-Analysis of When and How Advertising Creativity Works. Journal of Marketing, 84(6), 39-56.

Creativity: a conceptual framework

Originality and appropriateness, both

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Appropriat- eness

Originality

Advertising creativity is more effective when using both originality and appropriateness, instead of originality only.

Novelty, unexpectedness, newness. Makes advertising

more likely to be noticed.

Relevance and usefulness for the brand. Connects the brand to its overall strategy and goals.

Assessing creativity: Originality and appropriateness

Originality

Appropriateness

Key findings

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Familiarity

Involvement

High involvement motivates consumer to pay attention and allows the consumer to be open to new information about the brand.

In low involvement attention is allocated to other things and the stimulation is likely to be shallow.

Level of interest in the brand and context. Interactivity.

How likely is for consumer direct and indirect experience.

Advertising creativity has stronger effects on unfamiliar brands rather than familiar brands.

Assessing creativity: Involvement and familiarity

Involvement

Familiarity

Mediating factors

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Mediators

Affect transfer

ProcessingSignalling

Creativity stands out if it is more interesting or stimulating

Firm communicate quality signs and symbols to consumers

Consumers generally like ads that are pleasurable or fun

Assessing creativity: Mediators

Processing

Signalling

Affect transfer

Implications

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https://www.youtube.com/watch?v=vM3J9jDoaTA

https://www.youtube.com/watch?v=iuZTch7FJgU Obligatory "In These Uncertain Times" Commercial

Every Covid-19 Commercial is Exactly the Same

Some tips

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1. Don’t settle for the first great idea. Keep generating until you have at least three workable ideas.

2. Draft and redraft an idea, concept, solution, or product. Use different perspectives, viewpoint, or supporter vs. antagonist.

3. Participate in structured conversations. Dialog with reflection, five hats, etc.

4. Make mistakes through trial and error. Finding flaws is great.

5. Let the idea rest some time. Work on something else for a day, or a week.

6. Do not marry your own ideas. Do not be afraid to let your ideas go. Kill them early

7. Do parallel thinking. Find ideas from other fields. Read news.

8. Critique through peers. Get feedback and do not be defensive.

Processing

Signalling

Affect transfer

Involvement

Familiarity

Originality

Appropriateness

Processing

Signalling

Affect transfer

Involvement

Familiarity

Originality

Appropriateness

Processing

Signalling

Affect transfer

Involvement

Familiarity

Originality

Appropriateness

Processing

Signalling

Affect transfer

Involvement

Familiarity

Originality

Appropriateness

Processing

Signalling

Affect transfer

Involvement

Familiarity

Originality

Appropriateness

•Creativity •The creative process •Assessing creativity

We learned today…

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