Importance of Creativity in Advertising
Creativity is the soul of advertising and branding. It is what gives life to messages about products and services that may otherwise be boring or insignificant in the hearts and minds of target customers.
Advertisers often turn to advertise agencies for the design and development of campaigns and ads, which can lead to tension regarding the influence of creativity
Creative Team
The creative team consists of people at an ad agency who collaborate on the creative concept for an advertising campaign.
This includes copywriters, art directors or designers, and account planners.
Account planners convey the needs and interests of the clients to the ad designers so they understand the objectives before and during the creative process.
Copywriters provide the text or verbal copy for the ad, while art direction provides the visual elements, such as illustrations and design.
Copy and visual components must be in synch for creative cohesion in the message
Creative Strategy
The copy team formulates a creative concept or strategy.
This is the theme of a campaign that will carry through all executions and serve as the foundation of the message you want to get across to target customers.
A leading provider of bathroom and kitchen products, including faucets, showers, sinks and toilet bowls, Kohler has relied on extremely abstract magazine ads created by professional artists and very creative television commercials to create its “bold” image.
The company’s magazine ads normally depict a product in an abstract setting with no copy other than the tagline “The bold look of Kohler.”.
While advertisers turn to creative professionals for fresh ideas and talent, they often express reluctance at overly abstract or hyper-creative messages.
Creatives often have to persuade executives to buy into a creative concept, often with the support of test market research
Creativity Importance in Advertising
There are many reasons why creativity is important in advertising.
With good visual effects, it will attract the target audience's attention that creates interest by establishing feelings of desire to bring about an action to purchase.
It is a pillar to building the marketing mix – personal selling, sales promotion, direct marketing, public relations and sponsorship.
It differentiates the ‘me too’ products by influencing attitudes and feelings to position the brand in preference above a competitor's brand
Comments