The paper "Importance of Creativity In Advertising" is a good example of marketing coursework. In the world of marketing, creativity is considered as an element that can be used to solve multifaceted problems to the business’ s benefit. Advertising creativity involves the development of original, memorable and attention-catching ideas to strategically promote products and services. Runco and Pritzker (1999, p 23) point out that it is only in the field of advertising that the staff are referred to as creative; these are the individuals responsible for coming up with the concepts, ideas and executions that bring out creative inspirations and thoughts to life as advertisements.
This is done with consideration to the strategy of the business, the needed originality and the impact of the creative advertisement on the marketers and the customers. This paper would look at the history of advertising creativity, its development and effectiveness in the field of marketing. Advertising creativity Creativity in advertising started coming out in the late stages of the 18th century. This was mainly in France where the revolutionaries used posters to promote their aspirations and ideals and generally promote the French revolution.
Further use of the creative side of advertising was on show in the course of the two world wars. Nazi Germany and Russia under Stalin used creative advertising to further their propaganda during this period. At the turn of the 19th century, the international style of design was developed in Holland while the Bauhaus was developed in Germany. The Bauhaus style tried to fuse technology, diverse craftsmanship, design and art to develop unique advertisement features. In the 20th century, creativity advertising shifted from the creation of posters to mass media through the provision of visual imagery.
However, posters were not extinct as they still could be found to be of use in societies that were politically controlled like Hungary. The development in different creative styles in developing posters lead to an era where strategies were laid down before an advert could be developed. Creativity was now recognized as a very powerful persuasive and salesmanship tool (Runco and Pritzker, 1999, p 23, 24). Creativity affects the impact the advertisement has on the general population. Bird (2004) points out that advertising depends on creativity.
He argues that at times, agencies come up with very original ideas but lack in the creativity department. He is of the opinion that because companies invest a lot in the creation of advertisements, the development of a creative ad is viewed as a wise investment. Creativity in an advertisement catches the attention of the viewer and creates an awareness of the existence of the product or service being advertised. In the building of a new brand or in an attempt to market a struggling brand, a good strategy that is creative and well-executed can play a critical role in its success.
A good creative advert should be designed in such a way that it is able to touch the feelings or emotions of the consumer about the product being promoted. Bird (2004) feels that the correct use of creativity can be able to play an important role in the marketing plan of an organization. He argues that if utilized properly, this tool can be useful in setting the product, apart from copy cats by captivating the target audience or customer (Bird, 2004, p 135).
Kilgour, Mark and Scott Koslow (2009), “Why and How Do Creative Thinking Techniques
Work?: Trading Off Originality and Appropriateness to Make More Creative
Advertising,” Journal of the Academy of Marketing Science, 37, 298-309.
Sasser, Sheila L. and Scott Koslow (2008), “Desperately Seeking Advertising Creativity:
Engaging an Imaginative ‘3Ps’ Research Agenda,” Journal of Advertising, 37, 4, 5-19.
Koslow, Scott, Sheila L. Sasser and Edward A. Riordan (2006), “Do Marketers Get the
Advertising They Need or the Advertising They Deserve?: Agency Views of How Clients
Influence Creativity,” Journal of Advertising, 35, 3, 81-101.
Runco, M. A. & Pritzker, S.R, 1999, Encyclopedia of creativity, Massachusetts: Academic Press
Bird, M., 2004, Marketing communications, Butterworths: Juta and Company Ltd
Batra, R., 2009, Advertising management, New Delhi: Pearson Education India
Eisend, M., Langner, T. & Okazaki, S., 2012, Advances in Advertising Research (Vol. III):
Current Insights and Future Trends, New York: Springer
HEATH, R. G., NAIRN, A. C. & - BOTTOMLEY, P., 2009, How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention, journal of advertising researchDecember 2009, available at < http://ehis.ebscohost.com.ezproxy.leedsmet.ac.uk/eds/pdfviewer/pdfviewer?sid=a3d8d653-b904-40d0-84fd-a6f275742cd2%40sessionmgr12&vid=1&hid=3 >