Creativity Makes Advertising Effective Essay

1631 Words Jan 22nd, 2011 7 Pages
Introduction This essay aims at exploring the impact of creativity in advertising and how creative advertisements are more effective in communicating to a target audience. It looks at how creative ads have more impact and how consumers react when the message is delivered in a unique and new way. It particularly focuses on the value that a creative ad can imply for a brand or a product and how it can contribute to strengthen corporate brand image. How a creative ad can build consumer brand loyalty and change his or her mentality towards the firm and strengthen brand loyalty. The first part of essay talks about creativity in advertising. What is creativity in advertising and how does it impact the corporation and …show more content…
Unless the commercial has a unique presentation the consumer will not invest time in completing the commercial. The visual representation of the brand in a advertisement expresses one form of emotion by which consumer is influenced pre purchase and can associate with the brand post purchase .It builds brand equity among consumers which provides a physiological value to customers by enhancing their interpretation about the product and influences future purchase decisions and satisfaction .Creative advertising campaigns provide international brands to sustain market strength and internationality. Creative ads give imagination and substance to the product. Often there is a tug of war between the clients and creative’s with the use of creativity in a commercial. As clients make huge investments for a campaign they expect the commercials to be educative and persuasive. As there is no real form or method of measuring the degree of creativity or the impact of creativity most clients which have limited budgets set for a campaign do not expect the agency to make a creative and innovative ad(Charnock W, The End of 'Think Global, Act Local': Big Ideas Are Global , 2007) . As not all corporations or brands can afford to make huge investments in advertising by constantly using media forms to build
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