Creativity in Advertising

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Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.

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Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem

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Fluency No. of relevant ideas proposed in response to a given question Elaboration Amount of detail given in a response Originality How uncommon or unique the responses are Resistance to premature closure Ability to consider a variety of factors when processing information. Abstraction Degree to which a slogan or a word moves beyond being a label for something concrete

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The extent to which an ad contains brand or executional elements that are different, novel, unusual, original, unique, etc

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Originality Fluency Elaboration Abstraction Resistance to premature closure

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An original ad comprises elements that are rare or surprising, or that move away from the obvious and commonplace.

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Is the ad “out of the ordinary”? •Does it depart from stereotypical thinking? •Is it unique?

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Aesthetically appealing verbal, visual, or sound elements.

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Unexpected details or extend simple ideas so that they become more intricate and complicated

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Blending or connecting normally unrelated objects or ideas.

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Unexpected details or extend simple ideas so that they become more intricate and complicated

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• Launched in 2009 • Especially targeted IPL with large frequency of advertising • Ads renewed each day to create excitement • Relatively cheaper ads

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• ZooZoo cute, humorous and delivered message about one VAS per day • Most watched advertisement in social media • Ads Helped increase brand consciousness, brand image and sales

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• Targeted mainly for youth • Use taglines to create a youthful brand • Uses youth icons i.e. young actors and sportspersons as brand ambassadors • “Hinglish” taglines

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• Yehi hai right choice Baby, Aha • Yeh Dil Maange More ! • Pepsi ye pyaas heh badi • Yeh hai youngistaan meri jaan • My Pepsi My Way • Change the game • Oh Yes Abhi

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These slides were created by Vatsal Sharma,IIT Kanpur, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)

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