Creativity in Advertising

1. Creativity in
Advertising
When It Works &
When It Doesn’t

2. What is the key
to success in
advertising?

3. “Nothing is more efficient than
creative advertising. It is more
memorable, longer lasting,
& builds a fan community…faster.”
Stephan Vogel
CCO of Ogilvy & Mather Germany

4. What is
Creativity?

6. Creativity : the ability to
find unusual & nonobvious
solutions to a problem.

7. American psychologist,
who developed the
Torrance Tests of Creative
Thinking (TTCT),
a battery of
measures used to assess
individuals’ capacity for divergent
thinking in the business world
and in education.
E. Paul Torrance

8. In the early 2000s Indiana
University communications
researcher Robert Smith
adjusted the definition of
creativity to refer to-
“the extent to which an ad contains
brand or executional elements that
are different, novel, unusual, original,
unique, etc.”

9. He came up with five dimensions of
advertising creativity, which form the
basis for our survey
Originality

10. 1 Originality
Is the ad
“out of the
ordinary” ?

11. Originality
Does it depart
from stereotypical
thinking?

12. Originality
Is it unique?

13. 2 Elaboration
Does the ad contain
numerous details?
War & Peace

14. Elaboration
Does it extend
basic ideas &
make them
more intricate?
Ad on Global
Warming

15. Elaboration
Does it contain more
details than expected?

16. 3 Flexibility
Does the ad contain
ideas that move from
one subject to another?

17. Flexibility
Does it contain
different ideas?

18. Flexibility
Does it shift from
one idea to another?

19. 4 Synthesis
Does the ad connect
objects that are usually
unrelated?

20. Synthesis
Does it contain unusual
connections?

21. Synthesis
Does it bring unusual
items together?

22. 5
Is the ad visually or
verbally distinctive?
Artistic Value

23. Artistic ValueDoes it make ideas
come to life
graphically or
verbally?

24. Artistic Value
Is it artistic in
its production?

25. Elaboration 1.32
artistic value 1.19
originality 1.06
flexibility 1.03
Synthesis 0.45
Quantification of each dimension:
(relative to the overall average
creativity of 1.0)

26. Although originality has little impact on sales on its
own, it appears to play an important enabling role,
appearing in three of the four most effective
pairings.

27. 1. Key of Success
2. Creativity
3. Five dimension of creativity
4. Quantification of dimension
Creativity in Advertising

28. Sameer Mathur
Indian Institute of Management
Lucknow
Marketing Professor 2013 -
Marketing Professor
2009 -2013
Ph.D & M.s (Marketing) 2003 - 2009
Amit Pandey
Indian Institute of Technology
Kharagpur
(Internship)