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What Is 'Creativity' in Advertising, And When Does It Lead To Market Performance? - Forbes

What Is 'Creativity' in Advertising, And When Does It Lead To Market Performance? - Forbes | Milestone 2 | Scoop.it
What Is 'Creativity' in Advertising, And When Does It Lead To Market Performance?
emmaxingye's insight:

Advertising creativity is about promoting product characteristics and sales of a brand through unique or clever advertising creation script. In reality, the advertising industry is more willing to define the advertisement creativity as the  "advertisement original thinking. Advertising creativity aims to maximum to attract consumers so as to achieve brand voice communication and marketing objective. It can guide the consumer's psychological to attract them in order to increase brand sales which contributed to the purchase behavior. Advertising creative is composed by two main parts.

1. Advertising creativity is the expression of the advertising strategy and the purpose is to create effective advertising to increase purchase.
2. Advertising creativity is the creative thinking activity which is the essential feature of creativity.
3. Advertising creativity must be based on consumer psychology based. (subliminal advertising)
4, Advertising is the way to understand the customer product.

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Psychology And Advertising- Elaboration Likelihood Model ELM

Little Timmy learns about persuasion in adversiting. Assignment for Applied Psychology. Written and designed by Lori Benoy and Sole Lander. Animation and Sou...

Via k3hamilton
emmaxingye's insight:

When the possibility of fine processing is high, the central path to persuade particularly will be very  effective. When this probability is low, the edge of the path is just effective.

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Wen Gao's curator insight, May 10, 2014 6:55 PM

As advertisers, we always need the knowledge of psychology when we are doing advertisements. The main functions of advertising are inform, persuade and influence. Persuasion is a big function and also a main purpose of a n advertisement. One of the widely accepted models of persuasion is Elaboration likelihood model (ELM). This theory identifying two ways a communication can persuasive – the central route and peripheral route. The central route is associated with high involvement (use fact and logic), on the contrary, the peripheral route is associated with low involvement (use emotion and feelings). In an effective integrated marketing communication, marketers and advertisers should get aware of what type the involvement of their customers is, and then make the best strategy to fulfill their needs and wants. 

yundy wang's curator insight, September 14, 2014 12:18 AM

As advertisers, we always need the knowledge of psychology when we are doing advertisements. The main functions of advertising are inform, persuade and influence. Persuasion is a big function and also a main purpose of a n advertisement. One of the widely accepted models of persuasion is Elaboration likelihood model (ELM). This theory identifying two ways a communication can persuasive – the central route and peripheral route. The central route is associated with high involvement (use fact and logic), on the contrary, the peripheral route is associated with low involvement (use emotion and feelings). In an effective integrated marketing communication, marketers and advertisers should get aware of what type the involvement of their customers is, and then make the best strategy to fulfill their needs and wants.