Creativity in Advertising
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The Modern Marketer: Part Artist, Part Scientist

The Modern Marketer: Part Artist, Part Scientist | Creativity in Advertising | Scoop.it
The marketing profession is always changing. Long gone are the Mad Men-style era of advertising which championed creativity over execution.

Via Manish Dhane
Kathleen Smith's insight:

The article talks about that today's marketers need to be multifaceted, exploiting both their creative and scientific talents. Because the best marketers find a way to leverage superb visual content that grabs consumers attention, without breaking the bank operating on razor thin budgets. Developing both an artistic and a scientific side, marketers are then able to quickly adapt to the fast-changing environment. I enjoyed reading this article as well as the photo of how marketers should be today.

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Rescooped by Kathleen Smith from Metaglossia: The Translation World
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How to Assess an Ad's Creativity

How to Assess an Ad's Creativity | Creativity in Advertising | Scoop.it

Most measures of creativity are based on the work of psychologist Joy Paul Guilford (1897-1987), who defined creativity as the ability to think differently along a number of clearly defined dimensions. Building on Guilford's work, psychologist Ellis Paul Torrance (1915-2003), probably the international leader in creativity research, developed the Torrance Tests of Creative Thinking (TTCT), which are used in the business world and in education to assess individuals' capacities for creativity.

In the early 2000s, Torrance's metrics were adapted to an advertising context by a group around communications researcher Robert Smith from Indiana University. Focusing only on the components that are directly related to how consumers consume and process advertisements, Smith's group defined advertising creativity as the degree of divergence from a norm along five dimensions: originality, flexibility, elaboration, synthesis, and artistic value.

As we describe in our HBR article, we used Smith's scale to assess the creativity of 437 TV advertising campaigns in Germany. We recruited a panel of representative consumers and asked them to give a response on a scale of one to seven to a series of questions. From these responses we were able to assess the various ads and we found that there was significant divergence across ads in terms of the type of creativity that were most salient. Here's how we defined and assessed the five dimensions:

Originality

An original ad comprises elements that are rare, surprising, or move away from the obvious and commonplace. The focal element here is uniqueness of the ideas or features contained in the ad. To assess originality we asked three questions:


Via Charles Tiayon
Kathleen Smith's insight:

This article that was written on the Harvard Business Review website talks about the five dimensions in terms of assessing an ad's creativity. The five dimensions are: originality, flexibility, elaboration, synthesis, and artistic value. A researcher from Indiana University, Robert Smith’s scale was used to assess the creativity of 437 TV advertising campaigns in Germany. They defined advertising creativity as the degree of divergence from a norm along five dimensions. Every ad which is created must carry the elements mentioned in this post. The article also shows a few different ad videos to show the difference between them and to show how creative they are. 

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Jay Zeng Jian's curator insight, August 13, 2014 3:47 AM

The article mentions that advertising creativity can be defined along five dimensions: originality, flexibility, elaboration, synthesis, and artistic value. However, i feel that the audience who sees the advertisement may not always be the target audience that the company desires. Hence, they may not understand the message that the company is trying to put across through the ad. Bad products exceptional advertising can still fail regardless.

Betty QY Fang's curator insight, September 13, 2014 10:31 PM

As we all know creativity is important to create an ad to get more attention and increase the effectiveness. This article well reveals five dimensions to access an ad's creativity, which are originality, flexibility,  elaboration, synthesis, and artistic value. The authors selected four clippers to identify each dimension and explained that each dimension is accessed with three questions. 

 

The cone idea closely links to another article "Creativity in advertising, when it works and when it doesn't". In that article authors also mentioned those five dimensions, and they found that the dimensions have varying levels of influence on sales, and the different combination of creativity leads to varying results. Study shows the most-used combination, flexibility plus elaboration, actually is one of the least effective, while the most effective combination, originality plus elaboration, had the most impact. This approach can be adopted in many products and industries, and provide marketers a good tool to measure the result.

 

This is a very interesting insight to guild marketers to use different elements to create advertising to reach the most effectiveness. 

Abby Brooking's curator insight, September 24, 2014 8:43 PM

Creativity in Advertising:

Ad creativity is measured by a variety of different aspects to determine the success or failure of a brand/product, these include:

 

Firstly, originality, unique ads embraces elements that are extraordinary, or different from the obvious derivative style. The focal element here is uniqueness of the ideas or features contained in the ad to emphasis and create a remembrance for the brand. Secondly, flexibility, this is seen as and ad’s ability to link a product to a range of different use or ideas. Thirdly, elaboration, these types of ads contain unexpected details ideas, and fourthly, synthesis, an ad that is blended using distinct items or ideas. Lastly, artistic value, are ads with a high level of imagination, that are appealing verbal, visual and sound, and can contain clever dialogue, unique and relatable music and colour that are somehow memorable.

These were interestingly analysed by the observation of different ads including Cokes Happiness Factory, Wriggleys and more under each section, these included questions to help understand how important these observations are when advertising a brand, such as:

- Is the ad out of the ordinary/unique?

- Does it contain different ideas?

- Does it shift from one idea to another?

- Does it contain unusual connections?

- Is the ad visually or verbally distinctive?

- Does it make ideas come to life graphically or verbally?

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15 Creative Guerrilla Marketing Ideas | Bored Panda

15 Creative Guerrilla Marketing Ideas | Bored Panda | Creativity in Advertising | Scoop.it
We've collected fifteen more clever examples of guerrilla advertising, so you can think of it as a part III of our creative advertising series. I promise - you'll love it!

Via Xposedbydesign
Kathleen Smith's insight:

These fifteen clever examples of guerrilla marketing is definitely mind-blowing. It shows how not only creative marketers are but also it captures people's attention straight away. One of the list is from New Zealand which is a product of Alzheimer's Eraser USB stick. Guerrilla marketing is a form of marketing strategy used to draw attention to the product, service or idea.

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Alice Young's curator insight, October 2, 2014 6:54 PM

This article shows some of the successful guerrilla marketing tactics used by companies to attract in customers mainly relying on being creativity to capture attention and motivate people to experiment.

Rescooped by Kathleen Smith from Public Relations & Social Marketing Insight
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A Twitter Account That Showcases The Best Ads From Around The World - DesignTAXI.com

A Twitter Account That Showcases The Best Ads From Around The World - DesignTAXI.com | Creativity in Advertising | Scoop.it

Brilliant Ads is a Twitter account that showcases “the most creative, unique, remarkable and powerful advertisements, signs and marketing-related things from around the world.” The ads featured range from small scale advertising by smaller companies to campaigns by big corporations like McDonald’s and Nike, all bound by a common thread of out-of-the-box ideas and innovation....


Via Jeff Domansky
Kathleen Smith's insight:

This small article talks about the twitter account that showcases the most creative, powerful, and unique advertisements from around the world. The twitter username is @Brilliant_Ads and I just started following this user. It has over 2,000 tweets and over 570,000 twitter followers. It features ads from small scale to big corporations such as Nike. I noticed that most ads featured on the page are often guerrilla marketing and ambush marketing.

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Jeff Domansky's curator insight, January 7, 2014 2:52 AM

@Brilliant_Ads is definitely worth following on Twitter.

Juan Pablo Cevallos's curator insight, October 21, 2014 8:13 PM

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