Advertising creativity

Author: Ding Bangqing
Publisher:
Publish Date: 2003-09-01
Features: This book is dedicated to discussing advertising creativity, focusing on the connection between theory and practice. It combines rich advertising cases, especially creative achievements at the forefront of today's advertising industry. The book explores nine aspects: an introduction to creativity—what is advertising creativity; basic theories of creativity—mainstream classic schools of thought; five basic strategies of creativity—what should a good creative say; six principles of creative expression—how should a good creative be expressed; the creative process—how a good creative is developed (creative briefing, creative interpretation of points, lines, and surfaces, creative production process, creative testing and evaluation); ways of thinking about creativity—how a good creative is thought of; eight forms of creative expression—how a good creative is expressed; four stages of creative execution—how a good creative is executed; and an analysis of the subject and object of creativity. Advertising creativity is the result of creative thinking, but it is not whimsical. Recognition is necessary to achieve true freedom. It is hoped that this book will enable students of advertising and marketing to apply what they learn, making it practical and versatile, while also benefiting advertising agency managers and advertisers. As a philosopher once said, "All savings ultimately amount to saving time." While writing this book, we have been mindful of not wasting but saving the precious time of students, as well as the time of advertisers who are busy. We also aim to contribute to the development of China's advertising industry.
(2) Increase one-time usage. Encourage consumers to use a certain product or service in larger quantities at once through advertising. For example, a telephone company encourages consumers to have long phone conversations, or "."
(3) Increase usage frequency. Encourage consumers to use a certain product or service more frequently. For example, a hand soap brand persuades consumers to wash their hands more often, thereby increasing sales.
(4) Strengthen loyalty of existing customers. Solidify long-term loyalty and preference of existing customers for a brand, enhancing their inclination toward the brand to counter competitors' appeals and prevent brand switching, transforming occasional buyers into stable, consistent consumers.
(5) Broaden the user base. For example, a milk brand guides adults, especially the elderly, to consume milk, rather than assuming it is only for children. Similarly, a children's shower gel brand persuades young mothers to use it.
(6) Expand the range, applications, or timing of use. For example, health supplements can be used not only for personal consumption but also as gifts. Beverages can be enjoyed in summer and heated in winter. Vinegar can be used not only for seasoning but also for drinking, beauty, and health.
(7) Promote extended product lines. In addition to general packaging, there are family-sized, travel-sized, and other variants. Refrigerators also come in small models for living rooms, children's models, and colorful models for fashion-conscious consumers.
(8) Promote extended brand products. For example, a tie brand may launch clothing, shoes, and other products, hoping that existing customers of the brand will purchase these extended products.
(9) Promote new brands, new features, or new packaging. Advertising helps new brands, new features, or new packaging products gain market visibility, encouraging innovative consumers to try and accept them quickly, thereby opening up new markets.
(10) Coordinate promotional activities. When companies run promotions, they encourage more consumers to purchase more products or services during the promotional period.
(11) Remind consumers to purchase. This can be done on a regular basis or on special occasions, such as Women's Day, Mother's Day, Father's Day, or Valentine's Day.
(12) Support channel development. For example, to attract dealers, expand the sales network, increase dealers' inventory or restocking, boost dealers' enthusiasm, and support sales staff in securing more orders, thereby enhancing negotiation skills with dealers and informing consumers where to purchase.
(13) Target competitors. First, actively attack competitors to further expand market share. Second, counter competitors' attacks with advertising.
(14) Promote group purchases. Encourage regular group purchases or target special occasions like Labor Day, Army Day, or year-end promotions.
(15) Boost morale. Use special occasions or events to motivate all employees or specifically the sales team.
(16) Coordinate public relations activities. For example, crisis management, charitable campaigns, and exhibitions, displays, and showcase events.
(17) Inform consumers of price changes. Such as price increases, decreases, negotiations, or installment payments. Advertising wars are a typical example of this type of goal.
Advertising marketing goals can be further refined, making advertising objectives clearer. If quantifiable, they should be quantified. In summary, advertising creative personnel must consider the company's sales goals, otherwise, the appeal content in their creative advertisements may have no relevance to the brand's sales goals.
All companies hope to achieve certain sales results through advertising activities, so advertising creativity must target the company's marketing goals.
### II. Advertising Communication Goals
1. Exposure to Target Consumers
How many target consumers have seen or heard the advertisement, including coverage and frequency, primarily reflected in media goals.
2. Awareness of Target Consumers
The level of awareness and memory of the brand or product among target consumers. How much they know or remember about the content of the advertisement, how much memory is increased, and how much understanding is deepened. For example, enhancing brand or product awareness, increasing consumer familiarity, and moving beyond superficial, name-based contact.
3. Attitude of Target Consumers
The impact on consumers' attitudes toward the brand or product/service. Whether it improves consumer satisfaction, increases identification, or strengthens brand preference. For example, enhancing brand value, creating a positive image, making the brand more personalized and humanized, or changing or improving the corporate or brand image based on strategic development needs. Building the company's reputation, strength, or professionalism among the public, dealers, suppliers, financial institutions, government agencies, etc.
4. Behavioral Goals of Target Consumers
Consumers purchasing products or services due to advertising. This includes reminding, encouraging, or persuading consumers to take action. For example, the number of people who visit a property sales site after a real estate advertisement is aired, or the number of orders received after a direct mail advertisement is sent.
The primary task of advertising is to achieve communication goals, which are essential elements in formulating creative strategies. Most advertising campaigns encourage potential consumers to take action, but it is unrealistic to place the entire responsibility for sales solely on advertising. The end of sales is the marketing goal, not the advertising goal. Before persuading customers to buy, it is necessary to inform, persuade, or remind the target audience about the company, product, service, or issue. Remember this simple maxim: "Marketing sells, advertising tells." In other words, advertising goals should be linked to communication effectiveness.
Advertising goals can also be divided into long-term and short-term goals. Short-term goals aim for immediate purchase, acceptance, or participation from the audience. Long-term goals are usually strategic in nature.
### III. Misconceptions in Advertising Goals
Many advertising creatives often make the mistake of setting overly ambitious, high, and unrealistic goals, leading them into. This is mainly reflected in:
1. Too Broad Target Audience
Expecting all people to accept and appreciate the advertising creative, regardless of age or gender. This is entirely impossible and unnecessary.
2. Too Broad Use Cases
In advertising creativity, presenting the product as something that everyone can use in any situation. In reality, such a scenario is rare, even if it exists, consumers may find it hard to believe or identify with it.