There are many reason why creativity is important in advertising. With good visual effects it will attract the target audience attention that creates interest by establishing feelings of desire to bring about an action to purchase.
It is a pillar to build 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 competitors brand.
It provides knowledge thereby stimulates thinking
It can persuade, be relevant and meaningful
It facilitates purchase and trial
It creates loyal customers
It transforms boring ads to interesting ads
Creative ads achieve objectives
The use of colour in your advert adds to production and placement cost, and has been found to be well-worth the increased costs because of:
Attention - holding power of the ad increases when colour is used
People are conditioned to colour stimuli
Products look better - especially food
Creates an image of prestige
Greater message recall
Selecting Colour connotations
Red Passion, action, fire, heat, danger, anger
Blue Cool, truth, purity, formality, sadness
Green Calm, youth, nature, wet, ignorance, immaturity
Black Mystery, mourning, death, elegance, heaviness
Yellow Light, optimism, cheerfulness, dishonesty
Orange Fire, heat, action, harvest, fall
White Cleanliness, purity, virginity
Silver Diffusive, gentle, touching, soft
Brown Earth, dirty, dull, boring, worthy ,unexciting, uncompromising
Some tips on visuals
Great illustration is vital - only 4 ads per magazine are read
Put story appeal into the illustration
Illustration should portray reward
To attract woman - show woman and babies
To attract men - show men
Avoid historical illustrations
Use photographs rather than drawings
Do not deface illustrations
Use spoken style captions
Don't use too many illustrations
Do not crop important elements
Visual elements of design The visualisation of the basic theme is extremely important and vital to the success of the advert.
The product alone - is the simplest form of visual appeal. No background or setting may prove to have a powerful impact
The product with a setting - associates the quality of the product or satisfying and pleasing to use
The product in use - demonstration is widely used
Dramatisation - attracts users through the illustration of need
Explaining product users - show how to use the Stay Soft refills was important to ensure that customer remain satisfied with the brand
Featuring product details - good for showing improved benefits
Comparison techniques - before and after pictures is powerful
Dramatise the headline - assists in strengthening the headline through the effect of visuals on the written word
Print Advertising Ideas The headline The headline is the main theme or appeal, it should be a powerful selling message. It performs the task of attracting the attention and should tell the whole story. It is preferable to include the brand name as 80% of readers read no further than the headline. Visuals attract attention, but the headline is the main component, so it must be powerful.
The Copy The body copy reinforces the headline and delivers the selling message. News copy must be straightforward while implied suggestions can draw conclusions from the facts. Try not to use humorous copy as it does not always sell. Avoid answering competitive questions rather promote your own positives. Slogans if used should be associated with a positive outlook. If you are doing a direct mail shot don't scrimp on copy, write as much as you want, but create it so that it is user friendly when read and in logical order.
The concept is evaluated and this is usually done by asking the following for the printed ad:
is the ad a stopper?
is the product the hero?
is the ad completely believable?
is the ad likeable?
is the theme one that will last?
Radio commercial copy
is it a stopper?
could I hear what was said or sung?
did you hear great music?
is it simple, to the point and easy to grasp?
did you create a favourable image?
TV commercial slogans
If you can't show it don't say it
it should sail without sound
there should be forcible demonstration
use one or two BIG ideas - integrity and magic shape
state the promise at least twice
show the package
repeat brand name as often as possible
make the product the hero
start selling in the first frame
the problem - solution - proof method works best
be friendly, human and believable
use close up shots for impact
speech is more persuasive than song
make it welcome in the viewers home
Try not to go too overboard in your creativity as a great advert works for a short period while a great campaign has a prolonged effect.