Is the conventional wisdom that creativity is a key driver of successful advertising true? If creativity is so important for success in advertising, why aren’t all ads more creative?
We often think of people in creative professions when we hear the word “creative.” The creatives. It’s important for advertisers to be creative in all aspects of ad creation, from targeting their audience to analyzing the results.
There are many different types of creativity that come together to create the most effective and popular campaigns. We will explore how important creativity is to effective advertising, and if there is any evidence to suggest it leads to increased revenue and ROI.
Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer, believes that creative advertising is the key to success. What this is saying is that creative advertising is more effective than traditional advertising, and it can be achieved with less money. Additionally, it will last longer in the memory of those who see it, and it will build a community of fans around the product or service being advertised.
Do ads that are creative inspire people more to buy products than ads that catalogue benefits or attributes? In multiple laboratory experiments, it has been found that messages which are creative receive more attention and result in more positive attitudes towards the products being marketed. However, there is no concrete evidence which demonstrates how those messages actually influence purchase behavior. There isn’t much research that connects creative messaging with actual sales revenue. advertising has been largely ineffective because there has been no system in place to asses how effective ads are.
What is creative advertising?
There are many sources of information online that talk about how creative advertising can be valuable and profitable. While many people believe that ads should be creative, few of them can agree on what that actually means. Some people create effective advertising campaigns while many others do not. This is important because it shows that creativity is necessary to create successful ads, and that simply admiring one’s own campaigns is not enough.
The creativity of an advertisement is defined by how many brand or executional elements are different, novel, unusual, original or unique. However, creativity in advertising can also refer to elements that are different, novel, unusual, original or unique across the entire process.
Using creativity to stand out from the crowd
An ad’s primary purpose has always been, and continues to be, to grab a reader’s attention. We live in a time when we are constantly stimulated and engaged, always looking for the next instance of dopamine. The constant consumption of media has become a part of our lives because it is easily accessible and requires no effort. We mindlessly scroll through social media, listen to podcasts, and watch videos because they are available to us at any time and require no thought or effort.
There is more competition than ever for people’s attention, while there is also more opportunity to access people’s eyes. We actually pay for products today by accepting advertisements that are specifically tailored to us in return. Many of the biggest social media platforms in the world make money by displaying advertising to their users.
The ability to targeted ads to consumers based on their interests is both a strength and a weakness for advertisers. The benefits for businesses are that they can advertise to more people than ever before in history by placing their ads all over the internet. Although advertisers may not like it, we have gotten very good at ignoring ads that are noisy.
The Indiana University communications researcher Robert Smith and his colleagues adapted Torrance’s measures for advertising in the early 2000s. They revised the definition of creativity to refer to how many brand or executional elements in an ad are different, novel, unusual, original, or unique. Their goal was to measure creativity using only those factors that would be most relevant in an advertising context. The researchers identified five dimensions of advertising creativity which are used to measure creativity in the context of advertising.