BANARAS HINDU UNIVERSITY

Advertising Management
Assignment on: Creative side of advertising

Submitted to: Prof. Usha Kiran Rai

Submitted by:Saumya Jaiswal Roll No. 33 MBA 3rd sem. FMS, BHU

Creative side of advertising

The relationship between creativity and advertising is long, rich and textured. Creativity is considered to be an important determinant of advertising effectiveness. Creative advertising encompasses finding creative solutions to advertise brands, products etc. to a targeted audience

DEFINATION OF CREATIVITY:
Creativity as such can be described as something of a rare commodity which is of extreme importance yet possessed by a few. The roots of the word follow from create which means to cause something new or original. It refers to the process by which novel but situationally appropriate outcomes are brought about. The essence of creativity is the element of freshness, originality, and novelty that is also appropriate to the context. It is therefore a virtue caused either by the inner stimulus or by the external stimulus. The greater the inner stimulus, the great is the natural flow of creative power. However, external stimulus also has an equally important bearing on the development of creative potential. Creativity refers to the process by which novel but situational appropriate outcomes are brought about. Creativity may be conceived of as an exercise of the configurative powers of the whole psyche, involving all its substance, the play of its entire energy. -Brewster Ghiselin The long and complex series of interactions between an individual and his environment that culminate in something new. -James H. Austin

WHAT IS CREATIVE ADVERTISING ?

Advertising tries to deliver the right message to the right person at the right time and must have:

Relevance ideas have to mean something important to the audience.

Originality one of a kind ideas that only one person thinks of.

Impact a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before. This creativity leads to a Big Idea, which expresses an original advertising thought, and involves a mind shift.

CREATIVE PROCESS IN ADVERTISING

The creative process is not a scientific process; rather it evolves from insight or inspiration. Nonetheless creativity in advertising must not only produce unique and interesting results, it must also produce useful solutions to real problem English sociologist Graham Walls outlined the four steps in creative process as follows: PREPARATION: Creative ideas do not come out of thin air. Preparation is an important condition for creativity. It is concerned with analyzing the task, gathering data, looking for patterns, trying out ideas, questioning assumption, etc. this phase is mainly characterized by generation of ideas. As more and more information is gathered, the understanding of the central problem deepens. An open mind is crucial to the process and this should be taken into account especially at this stage. That is why more creative people are often those whose minds are always taking in new information.
1. 2. INCUBATION: Incubation is the time to rest ourselves from conscious

thinking on the task at hand. During incubation, the individual engages in other pursuits while the mind considers the problem and works on it. It does not involve forgetting about the problem or issue, the problem is still simmering in ones mind, but it is not at the forefront of ones attention. Incubation can be thought of as a period of inner preparation. For creativity is something which springs from the unconscious far more than it does from conscious. It assists in divergent thinking i.e., reframing the problem in a unique way and generating different approaches to the issue.

3. INSIGHT: The essence of creativity is the birth of something new.

Ideas which were previously unrelated suddenly come together and from their relationship a new idea is born. These flashes of inspiration do not follow any particular schedule. It may come as images rather than words. Our task is not to create an insight but to be open to it and see when it comes. The key is a receptive state of mind. Creative people are not creative because they have more ideas but because they trust their ideas and are willing to explore them. The self-trust means trusting not just our conscious thinking process but also our unconscious ones.
4. Implementation: When the insight does seem practical, we move into

the second phase of working out i.e., implementation. It is a stage where skill, training, experience, aptitude, tools, and resources are of prime importance. A creative manager needs skill in communication, an understanding of human motivation, an appreciation of individual strength and weakness, abilities in leadership and empowerment before he successfully implements a change. The process of creativity is ongoing. It goes within the mind of every individual at every time. This process is based upon three essential elements: Knowledge, proficiency and attitude. Knowledge supplies the grist for mental processes. Proficiency in all steps of a creative process is vital for success in using it. Additionally there must be a positive attitude and a receptive climate for using the process.