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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
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  • Number of pages: 2

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The advertising effectiveness in the value of creativity  in India market, have impacted the advertising, or television advertising can now create distinctive effects through creative dimension especially in today media landscape where advertisers find even more challenging to break through clutter of competing advertising in order to shape consumers attitudes and intention. The only way one can shape consumers attitude is by applying the Big Ideas, Innovative partinership and interest new work that prove that advertising can do for brand. Advertising allow you to communicate a salient message to a large group of consumers fast than any other form of communication. It allows you to truly connect with consumer and a brand. Also advertising create a sense of urgency for consumer, honest awareness and accurate in products, place, styles or sensibilities that cry out for attention.

This study also looks at the importance of finding the right balance defining a good creative message and execution. The true skill practice is to identify way to interest consumers in what is being offer at the same time of justifiable creativity. A creative strategy can lead you on right course, but with world full with distractions, and clutter you must develop communications that capture consumer attention and interest.

The importance on the value of creativity in advertising, review that creativity plays extremely crucial aspect in advertising while studying many advertising campaign. Its been prove that consumer have different reaction to unique advert, if the advertising contain fun, humor, execitement, drama, the creative ingredient consumer will defiantly admire the idea. Accepted fact that if you present your product service; and the idea in difference manner you will get high brand recall.

The campaign on how creativity works, it is very important that with creativity involved in advertising it should not forget its basic agenda –of informing, convincing, and selling. Creative advertising needs to be intelligent, sharp, imaginative to the point and extremely catchy. It must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. The creativity develops new useful ideas which further fulfil the desired requirement. Creativity should focus the attention of the customer on the product and he must feel the urge to have that product for same benefit. This suggests that creative advertising should be able to create demand for the product when it is introduced for the first time. Some of the distinct creative advertising impacted hard. The advertising strategies are changing but should not leave question mark on the sustainability of creativity and also not to overlook consumer's intelligent.

The main reason for advertising to be successful is the combination of creativity and the characteristics of advertising that travelled well are, Children, Celebrities, Music, Humour and Emotions.

In India presence of Celebrities makes a big difference and this can work across markets. True to the phenomena that the famous celebrity can contribute to an advertising travelling well but the ultimately success comes down to the power of good copy. Children are one of the key prominent features in advertising and can be seen in every fourth advertisement. They are certainly great help for an advertising to do well. But is it only the cuteness that adds to creative aspect? The child's simplicity, instant reaction and unique perspective.

At the same time advertising that generates an emotional response also has its own benefit, like it can help generate engagement and memorability and it can help the emotions transfer to the brand shaping of the brand perception.

Finally, Creative advertising is a strong need in the market, in the sense that most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers. With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising.

The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from. Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression. The expert believes that the creativity in advertising could never exist in isolation without a context. The success of final product completely depends on empathy and the relevance of message it intends to deliver. The trigger for ideas and insights must necessarily come from the environment.

Referring to new millennium: The media agencies have witnessed the tremendous growth in skills set. If one critically analyse, “advertising reflects the mood of the times. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift. Multitasking became the order of the day. It is not uncommon to see today's kids on the mobile while hitting the net, right? So in this age of YouTube, Twitter and Facebook, advertising content has to keep pace. It can't be as direct, naïve and simplistic as it once was. The new-age consumer would dismiss it, straightaway for hard-core information and details about products and services that are in the hi-ticket category, the internet provides it all; one doesn't have to completely depend on advertising. So the job of advertising today is to primarily push the brand in an endearing fashion that triggers the recall factor, and examples discussed indicates that ‘creativity' stored better recall value.

the creativity advertising is more effective in inspiring people to buy products than advertising that simply catalogue product attributes or benefits.

In advertising, there is a consistent theme that creative strategy and the level of creativity in ads can be critical to success

Creativity is sometimes considered the ‘artistic' side of marketing, advertising that is difficult to measure and assess. Some marketing executives wisely subcontract the creative function to specialists outside the firm (ad agencies, creative boutiques, etc.) but ultimately they must somehow determine if creative goals are being achieved. A conceptual understanding of ad creativity is required before this important goal can be realized.  

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