Advertising - Is it all about Creativity or Strategy
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A presentation I made during a panel discussion called Samiksha at NITIE, Powai, Bombay
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Advertising - Is it all about Creativity or Strategy
- 1. Advertising – Is it all about Strategy or Creativity? Nanda Kishore Sethuraman @nandaseth
- 4. Drivers
- 5. Mode of Communication Quality of Communication
- 6. Creative Attractiveness Wordplay What you say How you say it? Sugar Coated Aesthetics
- 7. Decision Chain Foundation --> Building --> Facilities --> Aesthetics Strategy --> Intended Message --> Creative message
- 10. The job of Advertising is to ‘ENTERTAIN’
- 11. Marketing Paradigm: FEEL / DO / FEEL
- 12. High involvement / High Risk
- 13. Can’t afford to make mistakes
- 14. Includes existing users also
- 15. Ex: Durables / Hospitals
- 16. The job of Advertising is to ‘CONVINCE’
- 18. Experienced by ‘New Brands’ entering an existing market
- 19. Talks predominantly to ‘New users’ only
- 20. The job of Advertising is to ‘ATTRACT ATTENTION’
- 21. Marketing Paradigm: LEARN / DO / FEEL
- 23. Predominantly speaking to ‘Own Past Users
- 24. The job of Advertising is to ‘REMIND’
- 25. Marketing Paradigm: DO / FEEL / DOLow Brand Risk High Low
- 26. Where what works! Entertain Remind Convince Attract Attention
- 27. What is better? Great Advertisement Or Great Advertising
- 28. Thank You
Notes de l'éditeur
- Aesthetics is skin deep
- Strategy. You need to know the answers to a few questions before you start getting creative. Questions like: Who are you talking to, Why would they be interested, How do you reach them, What is important to them, and What behavior do you want to drive?Once you have those things nailed down the creative process can start. Creativity in Advertising isn't being able to make anything out of nothing. It's being able to make something amazing and powerful regardless of the project's limitations.