Creativity in Advertising - Essay Example

Creativity in Advertising Name Professor Institution Course Date Creativity in Advertising Introduction Advertising is a type of communication aimed to at persuading an audience such as readers, listeners and viewers to buy or react in a certain way upon products, services or idea. When advertisements are carried out the contents comprises of the product or service name and how a given product or service possibly will benefit the buyer, to convince a target market to pay for or to use that specific brand. These communications are normally funded by sponsors and watched through various types of media. Advertising may also work to express an idea to a large group of people in an effort to persuade them to take a particular step. Kilgour & Scott (2009, p. 307) explores that Commercial advertisers frequently seek out to create increased utilization of their brands or services by means of branding, which entails the recurrence of a product or image name in an attempt to associate correlated attributes with the product in the consumers’ mind. Problem statement Advertising results to demand for the good or service. Advertising conveys information concerning the brand and makes buyers conscious about it via different mass media which makes a positive impact on the people’s mind and leads demand for that product. In the world today, media scene where it’s very complex to change consumer’s intentions and attitude and take them to the next phase of the process of buying. Advertisers understand it as even more tricky and challenging to penetrate the confusion of competing in the advertisement. The advertising sector has experienced flexible transformation over the last numerous years. Koslow et al (2006 p. 88) affirms that the adjustments have shown positivity on the basis of Technology improvement, methods and medium to attract customers through Creativity. This research shows how creativity influences advertising, also knowing the worth of creativity in advertising. A frequently unnoticed reality is that the choosing of the right advertising method could imply the divergence between having a great number of people purchasing a product or ignoring it at all. Several commercial companies are recognized to produce highly effective and complete products although they so frequently forget to apply appropriate advertising methods in order to support their product in a large crowd (Fischer & Giaccardi 2007, p. 28). These firms end up applying traditional advertising methods such as newspaper, magazine, radio, television advertising or various kind boring or ordinary advertising style which does not attract consumers. How creativity in advertisement influences the consumer Creative advertising requires being original, smart, sharp, to the point, and tremendously catchy. It should encourage people to pay for the advertised product or service. The appeal and the message ought to make a positive influence on the customers. Creativity should pay attention to the audience for the brand which in turn makes the customer feel the urge to purchase or take action on the product for the similar gain. This indicates that creativity in advertising ought to be able to lead to demand for a particular product at the time it is launched. Koslow & Sheila & Edward (2006), assert that the critical thing is getting the proper balance between describing a good creative idea and implementation. The right craft is in establishing ways to attract customers in what is being presented at the same time reasonable creativeness. A creative strategy puts the product in the proper course, but in a world full of distractions and confusion advertiser must come up with communications that confine consumer’s interest and intention. Kilgour & Scott (2009, p. 304), states that great advertising creates the brands and while some advertisements sells brands. Creativity makes commercial popular amongst the customers and encourages them to buy the advertisement particular product. The message carried by the advertisement is acknowledged well by the target listeners for action or follow-up. Creative concepts have no limits, Ideas can bolt anytime. A great and successful creative thought can give products the needed drive to go beyond borders. It is very imperative that with creativity caught up in advertising should not overlook its fundamental agenda –of enlightening, persuasive, and selling. Applying creative methods like direct product comparisons, advertisement can convince individuals that a product will be superior to another in enhancing their lives or distributing benefits they look for. It can frequently encourage them to take instant action, like attempting a new product, coupon redemption or demanding more information. By seeking attention to various applications for the brand, advertising also persuades people to purchase in large capacity or more regularly than they would have (Kilgour & Scott 2009, p .301). By reducing consumers’ call to look for the stores that supply product, commercials makes shopping easier and more time-effective. It helps get rid of uncalled for risk-taking and give room for simpler decision-making at the time of purchase. Predominantly in jam-packed product categories such as snack foods, toothpaste, video games, shampoo, customers depends a lot on advertising to discard unsuitable substitutes and quickly guide them to the products which shows some potential. Before a consumer completes her buying, advertising can assist her substantiate that she is acquiring the best product (Percy & Rossiter & Elliott, 2001). Following transaction, advertising contributes a key role by reminding a buyer why she used up her money and encouraging her that she taken the right decision of choice. This reassurance impact of advertising is particularly crucial when the product or service was costly or the decision looked uncertain. After all, it helps to do away with the psychological distress normally referred to as "buyer's regret."Advertising is an effectual way of articulating information regarding products or services to a great number of clients at simultaneously. This information contributes a key responsibility of educating people concerning various brands' functions and attributes, for instance how they function, their price tag and the venue they can be bought. Since the information in advertisements arrives directly from the company, it is possible than cast-off reports to be provable and consistent. This helps consumers make decisions that will perhaps satisfy their demands. Several categories of products, such as cars, airline, advertising kindles direct competition in pricing. In general, it decreases marketing and distribution of expenditures eventually by keeping individuals updated, encouraging them to purchase, and persuading high-volume and continuous purchases (Howe, 2008). Also, since one advertisement can concurrently persuade millions of customers it is more cost-effective compared to individual selling and various tailored marketing tools. Eventually, these cost declines to help companies hold lower prices they bring in new consumers. Why creativity is important to marketing managers Marketing creativity makes a brand popular and this creativity to the next stage. It’s vital to have confidence in personal creativity. It takes moments of time to instill the confidence to trust that what one is observing as creating is simply what that means. A free intelligence is a free courage, and a free strength of mind generates. Similarly, creativity, which is strongly related to skill, is argued to be a crucial organizational capability. Definitely, over the recent years, creativity and innovation has turned into the key drive of development in developed countries and have substituted raw materials, capital and labor as the major basis of economic value (Koslow & Sheila & Edward, 2006 p. 87). Most marketing managers consider employees; creativity and in-depth thoughts, co-operation in assignments and problem solving skill when defining their jobs. These ‘tacit’ actions – regarding the swap of knowledge and communication, decision-making, and a prerequisite to connect and create several forms of skills and knowledge in the relationship with workmates and consumers – are taking a growing bigger part of the distinctive business model in the developed economies. Several firms today who desire to boost efficiency effort to do this by reorganization and cutting the number of transactional and transformational activities, through hiring few creative people. However, automating or standardizing the functions of a marketing manager cannot increase their efficiency therefore the company has to recruit very smart and intelligent candidates who can read the mind of consumers to work with the marketing manager. In contrast, to enhance creativity and implied activities relatively different approaches and techniques have to be taken. Marketing management may be able to encourage creativity in the workforce by emphasizing the concept that all people are naturally creative. Shibata & Hori, (2002) argues that through supporting the application of demonstrated creativity methods, marketing managers can be able to assist employees reinstate the innate creativity and curiosity that they showed while young. Marketing managers can also offer motivation for staff increase their creativity. It is essential to think about both inherent and extrinsic drives. Intrinsic motivation is derived from the intended satisfaction of creating a creative concept and turning it into the result. Marketing manager should offer extrinsic motivation by use of rewards, for instance appreciation and monetary incentives, and can also make possible a creative atmosphere where staff gains more easily the intrinsic contentment of creatively realizing a project. Role of creativity in emerging new media like social media New media can be referred to as on-demand access to required content, anywhere, any time on any most of the digital devices, including user feedback, creative contribution. Another feature of social media is that its applications are real-time with unrestricted content. Logan, (2010), claims that today advertisers experience problems of getting advertising efficiency by generating advertisement that targets the consumers’ interest and influence their behavior and thinking. One proposed means to attain these goals is creativity. Advertising industry experts, rewards, research support and successful reports are what make this notion of effective advertising is creative brilliance. However, the study has demonstrated that advertising experts appear to have a less formal understanding concerning how creativity in advertising is defined, measured and works. Current study needs to clearly recognize the reaction to create advertisements by producing reports on how advertising experts and customer value and judge creativity. By doing so, it plays a key role in advertiser’s knowledge and application of creativity in advertising. The emergence of new media in the name of social media has boosted communication between individuals globally over the Internet (Fischer & Giaccardi, 2007 p 28). Social media presents consumers with the opportunity to articulate what they would want to, when they want to, with potentially thousands of individuals with regard to connections or polarity of being bear to these opinions. But of actuality, it is not just customers that are active on social media sites. Brand names are employing them for both product and corporate branding to extend and advertise to their customers. Croteau & Hoynes (2003), Argues that it facilitates consumers to relate with products on their main fan page, including other product pages. In so far as this is a vast marketing platform, it can also be risky for a brand if the opinionated negatively. It has let individuals to utter themselves via websites, blogs, pictures, and various user-oriented media. The social media sector shares an open relationship with several market segments in places such as a video game blueprint, radio television and mainly movies, marketing, advertising by means in which industry looks to benefit from the pros of two-way chat with consumers mostly via the Internet. As a platform to supply intellectual properties and the concepts of the entire general public, the media sector has employed the Internet and new media to increase their resources for new content display. The advertising sector has also gained from the introduction of new media with big agencies operating multi-billion dollar interactive advertising auxiliaries. Interactive sites and kiosks have turned out to be trendy. Social media has turned out to be a framework that is simply accessible to everyone using internet access (Logan, 2010). Organizations have increased communication which fosters brand understanding and frequently, enhanced customer service. In addition, new media serve as a fairly economical platform for companies to adopt marketing and advertising. Conclusion Insufficient creativity in the world of business is certainly the biggest mistake. To preserve any place of work that does not support any form of creative platform can be dangerous to creative individuals. Several organizations still operate their businesses just like in the 1950s, where creativity that could improve one’s product forward, choose to leave since there are no potentials to showcase their creative abilities. Significant creativity in a way of entertaining stuff and large graphics can certainly support the values of the company’s brand, share their hospitality and display what their approach is. It is critical that the company integrate remarkable creativity into their social media strategy while keeping track of the outcomes. It may take a long time, however in may end up working for them. Reference Croteau & Hoynes 2003, Media Society: Industries, Images and Audiences (third edition.), Pine Forge Press, Thousand Oakes. Fischer, G & Giaccardi, E 2007, Sustaining social creativity, Communications of the ACM, vol. 50, no. 12, p. 28–29. Flew, T 2002, New Media: An Introduction, Oxford, Oxford University Press, UK. Howe, J 2008, Crowdsourcing: Why the power of the crowd is driving the future of business, New York, Crown Business. Kilgour, M and Scott K 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, vol. 37 , p. 298-309. Sasser, S and Scott, K 2008, “Desperately Seeking Advertising Creativity: Engaging an Imaginative ‘3Ps’ Research Agenda,” Journal of Advertising, vol. 37, no. 4, p. 5-19. Koslow, S., Sheila L & Edward, A 2006, “Do Marketers Get the Advertising They Need or the Advertising They Deserve?: Agency Views of How Clients Influence Creativity,” Journal of Advertising, vol. 35, no. 3, p. 81-101. Logan, R 2010, Understanding New Media: Extending Marshall McLuhan, New York, Peter Lang Publishing. Percy, L. Rossiter J and. Elliott, R 2001, Strategic Advertising Management, 3rd Edn., Oxford University Press, Oxford. Shibata, H & Hori, K 2002, A system to support long-term creative thinking in daily life and its evaluation. In Proceedings of the 4th conference on Creativity & Cognition, p. 142–149 Read More