L13: Creativity and visuality Flashcards
What does creativity refers to?
Creativity refers to divergent thinking – ability to find unusual and nonobvious solutions to problems
In advertising - the extent to which an ad contains elements that are novel, unusual, unique, original
Dimensions of creativity
Originality – “Is the ad “out of the ordinary”?”
Flexibility – “Does it contain different ideas?”
Elaboration – “Does the ad contain numerous details?”
Synthesis – “Does it contain unusual connections?”
Artistic value – “Does it make ideas come to life graphically or verbally?”
Creativity =
Creativity = generation of fresh ideas and solutions to current problems or challenges. The creative strategy phrase brings together the art and science of advertising.
A winning marketing communication idea
Best Idea = Creative x Strategic
Creative: Original, different, novel, unexpected
Strategic: Right for the product & target and meeting the objectives
Content analysis of the creative strategies present i social media content shared by a sample of top brands
- Functional appeal
- Emotional appeal
- Experiential appeal
- Unique selling proposition
- Comparative
- Resonance
- User image
- Social cause
- Exclusivity
- Animation
- Spokescharacter/spokesperson
CREATIVE STRATEGIES IN SOCIAL MEDIA
Which types of message appeals do top brands use in their social media efforts?
functional appeals (25/28),
resonance (19/28),
experiential appeal (16/28),
emotional appeal (12/28),
unique selling proposition (11/28)
CREATIVE STRATEGIES IN SOCIAL MEDIA
How do the strategies and appeals each company is using relate to customer engagement with social media?
The use of user‐image appeals and exclusivity appeals had significant correlations with the number of Facebook fans (popularity
Resonance, animation, experiential appeals, and connections with social causes had significant correlations with a brand’s social influence
Experiential appeals had positive relationship with the brand’s engagement score
WHY IS VISUAL COMMUNICATION IMPORTANT?
Success often comes from consistent graphic presentation of the brand in its marketing communication
In effective advertising, it’s not just the words that count – the visuals must communicate too
VISUALS:
Catching attention…
Gaining consumer attention is an essential first step to drive consumer responses – especially in cluttered environments
Attention = the allocation of information processing capacity to a stimulus
An ad needs to “stand-out” or “catch consumers’ eyes”. Certain straightforward ways:
- Increased size
- Bright colours or colours contrasting with the background
- Novel designs (unusual or unexpected)
ATTENTION TO VISUAL ELEMENTS – FOOD PACKAGING CASE
What features in the visual environment consumers respond to & what is the structure and distribution of such features
Packaging elements closely related to the brand (e.g. brand, logo, picture) - more visually noticeable
Elements related to credence features, e.g. nutrition or sustainability, that are not necessarily part of the brand positioning - less visible in terms of color, size, and position
These differences influence consumer attention
VISUALS COMMUNICATE INFORMATION TO CONSUMERS
Form initial impressions
Generate inferences regarding product or brand attributes:
- Brand identy and personality: eg., cheerful, friendly, luxurious, modern → consumers seek brands which help them express their own identity
- Intangible product attributes: e.g., healthy, high quality, natural
- Sensory charateristics: e.g., taste, flavour
The meaning assigned is very much culture and contextdependent (i.e., colour associations vary from culture to culture)
VISUAL CHARACTERISTICS – BRANDING EXAMPLE (1)
Circular logos are more suitable to promote comfortableness attributes of products due to the softness associations activated by the circular shape
Angular logos more suitable to promote durability attributes
VISUAL CHARACTERISTICS – BRANDING EXAMPLE (2)
Pictures of novel products should be displayed on the right side of an ad
Pictures of antique products should be displayed on the left of an ad
Due to a linear and horizontal perception of time
VISUAL CHARACTERISTICS & RESPONSES
On social media, pictures with
1. vertical or horizontal symmetry
2. high image contrast
are more liked by consumers and lead to more ‘likes’ and comments
as they are easier to process and more aesthetically pleasing
IMAGE CONTENT AND SOCIAL MEDIA ENGAGEMENT
Social media shift from text-centric to visual oriented experiences
Taking pictures on smartphones much easier than writing status updates
Social network users shared an average of 3.2 billion images each day in 2015 on Snapchat, Facebook, Instagram and WhatsApp combined
Is it true that including pictures in a post always leads to higher user engagement on social media platforms?
Do pictures with certain image characteristics induce more interaction and propagation than other pictures?
And if so, what are these characteristics?
Mere presence effect
Se slides
Image Characteristics effect
Se slides
Image - Text Fit Effect
Se Slides
VISUALS
Main contributions
· Expands understanding of how images affect the popularity of user generated content on social media
· Beyond mere presence effect to look at characteristics of images and their effect
· Companies should include the presence of an image into their social listening metrics
Gives insights that can help create influential posts – depending on the platform chosen
ENDORSEMENT AND VISUAL COMPLEXITY IN FOOD ADVERTISING ON IG
· Investigates the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels
Experimental design: 2 (expert vs celebrity endorser) x 2 (high vs low visual complexity)
FINDINGS
· Food ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts
· Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising
· However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities
Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions
What is Word of Mouth (WOM)
Person-to-person communication between a perceived non-commercial communicator and a receiver concerning a brand, product or service (Arndt, 1967)
Why is WOM important?
Most valued outcome of engagement
- Product Preference
- Purchase Intention
- Financial Perfomance of the company
WOM
· Surprising, novel or entertaining ads likely to be shared – due to visuals, creativity, humour, resonance with message, etc.
· 90 % trust recommendations from people they know, 70 % people they don’t know
Customers voluntarily promote specific products/brands – a way of ’rewarding’ the brand for good experiences, entertainment etc.
Traditional vs. electronic WOM
Diverse recipients including unknown people
Longevity of message
Data & measurement
Response from company
Types of eWOM?
From low familiarity –> High familiarity
Review –> Broadcasting –> Hybrid –> SOcial
Individuals and organizations are connected through a network of relationships or ‘ties’:
Strong ties
Weak ties
Strong ties – between individuals with strong personal or organizational bond, most likely in homogeneous groups
Weak ties – individuals with less powerful bond, spread in heterogeneous groups
WOM: Opinion leaders…
WOM: Opinion leaders act as connectors between different groups – help diffuse idea
WOM: Marketeers…
WOM: In SoMe, marketers should encourage individuals to forward messages to those they have strong ties with, instead of focusing on sharing as much as possible
Motivators of WOM
- Easy to control by company
- Products related
- Message features
- Easy to control by company
- Difficult to control by company
- Relationship to the reciever
WOM Pros and cons
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Boost self-image
Bond with others
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Restore a damaged self-image
Help others
Vent frustations
Creativity
Dimensions of creativity and their effectiveness
Creative strategies and their effect
Visuality
Images and their effects
How images influence popularity of User Generated Content (UGC)
Word of Mouth
· What is and types
· Traditional versus electronic
· What drives WOM
