Creative Strategy in Advertising (Creativity Process)
Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others. (Human motivation, 1988) ”Creative without strategy is called ‘art’. Creative with strategy is called ‘advertising’.” – Jef. I. Richard. Why do we need it? To break through the competitive clutter, grab attention, and make some impact!
The Creative Process according to Young’s Model works this way: Immersion -> Get raw material and data, immerse yourself in the problem. Digestion -> Take the information, work it over and wrestle with it in your mind. Incubation -> Turn it over to the subconscious mind. Illumination -> ”Eureka! I have it!”. Verification -> Evaluate the idea and shape it to practical usefulness. In addition, read anything related to the product or market, use the product or become familiar with it. Listen to people talking and conduct studies of product, service, and audience. Work in and learn about client’s business and don’t be afraid to ask for information. On the other hand, there are no rules. The model is only a guideline for the process.
What is advertising appeal? The approach used to attract the attention of consumers to influence their feeling. The appeal might be information/rational – Buy me because I’m better! Emotional appeals and transformational ad – Buy me so you’ll feel happy and the experience will be special! Other appeals – Reminder and teaser ad. For example, sensitive and touchy advertising with dogs. This advertising easily attracts attention to consumer feelings.
Advertising message can be presented in these ways: Straight sell or factual message; Scientific / Technical Evidence; Demonstration, comparison, testimonial; Slice if Life; Animation; Personality symbol; Imagery, dramatization, humor; Combinations.
Inspiring and creative print ads: