Page 139 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 7: Advertising Strategy: Fundamentals

Notes
8. In food and beverage advertising, high taste appeal is almost always essential.
9. The best creative ideas for mature brands often use fresh new ways of revitalising the
message.
10. Music (memorable, bonded tunes and lyrics) is often a key to successful executions for
many brands.
11. When humour is used, it is relevant, with a clear product purpose.
12. When celebrities are used, they are well matched to brands and have credibility as
users/endorsers and their delivery is believably enthusiastic.
Advertising creativity is the ability to come up with fresh, perhaps unconventional, unique,
appropriate and effective ideas that can be used as solutions to an advertiser's communications
problems. A creative idea can be appropriate and effective only when it is relevant to the target
audience's needs, wants, or aspirations. Probably this is the reason that some ads are successful
in winning the awards for creativity but fail to help the client in accomplishing the desired goal,
as they are not relevant to the target audience. The creative specialists must recognise that the
purpose of adverting is to assist in selling the product or service and good advertising must
communicate in a manner that helps the client achieve this goal.

Example: Creative use of visuals helps capture attention

Most ads are the result of much sweat, tears and persistence. Many advertising professionals are
of the opinion that creativity in advertising can best be viewed as a process and the creative
success is mostly achieved by following an organised approach. There is no infallible formula
that guarantees the creation of effective advertising. As mentioned earlier, many advertising
professionals reject attempts to standardise creativity or develop any rules.

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