Chp 8 - creative strategy

Question 3

different perspectives on what creativity is in advertising

Answer 3

• creative only if it sells (risk averse product managers and account executives)
• creative based on artistic or aesthetic value or originality (self-serving creatives looking to communicate talents)
• must balance these two views because ads that are the creative only for the sake of creativity often fail to communicate a relevant message that translates into a purchase decision, but overly sales-oriented comms may fail to stand out in the competitive, cluttered media environment

Question 4

determinants of creativity

Answer 4

divergence and relevance

divergence = extent to which ad is novel, different or unusual and can be achieved in 5 main ways (which are…) as well as by using humour, fantasy, emotion and imagery. may be focus on fluency (ability to generate multiple messages around a creative idea) –> e.g. KFC Hot and Spicy Chicken

relevance = degree to which elements of ad are meaningful, useful or valuable to the consumer and can be achieved in 2 ways: ad-to-consumer and brand-to-consumer relevance (describe each with an example)

Question 5

divergence elements

Answer 5

1. originality - rare, surprising or unexpected elements
2. flexibility - contains different ideas or switches between perspectives
3. elaboration - intricate, complicated or sophisticated ideas
4. synthesis - combine normally unrelated objects or ideas
5. artistic value - artistic verbal impressions or attractive shapes and colours

Question 6

ad to consumer and brand to consumer relevance

Answer 6

atc = ad has elements that are meaningul to consumers and connects with their interests, emotions and needs - e.g. uses relatable celebrities, popular music, interesting visual images

btc = advertised brand is of personal interest to consumers; how well the advertisement aligns with the brand’s identity, positioning, and its relationship with the consumer