The document discusses creativity in advertising. It explains that creativity in advertising involves disciplined thinking within constraints to attract customers, break clutter, differentiate brands, and persuade audiences. Various creative appeals are used including fear, sex, humor, emotion, ethnicity, and celebrities. Creativity in advertising must be based on customer insights, intended benefits, and demonstrate the brand while entertaining audiences. Pure creativity in art is a free-flowing process without constraints, while creativity in advertising requires both creativity and strategy. Ways to improve creativity include seeing things differently, generating multiple ideas, breaking rules, thinking of connections, having awareness, knowing your thinking process, playing "what if" games, and trying new approaches.

1. IN ADVERTISING

2. CREATIVITY
We all start at the same spot: a blank space--and with
a common goal: to fill that space.
But the path we choose from there is completely
individual, as individual, in fact, as the mind itself.
What occupies that distance between nothing and
something is the mysterious science we call
creativity.

3. WHY CREATIVITY IN ADVERTISEMENT
Attracting customers

 Breaking clutter
 Differentiation
 Recognition and recall
 Persuasion

4. VARIOUS CREATIVE APPEALS USED
Fear

 Sex
 Humor
 Emotional appeal
 Ethnic appeal
 Celebrity

5. Sachin Tendulkar jogs A kid sees Sachin and his The kid follows Sachin into a
along a road eyes light up. stadium...
...where he joins Sachin in The kid enthusiastically His session over, Sachin
a rigorous fitness regimen. helps Sachin at the nets. takes a pack of Boost out of
his training kit.
Both Sachin and the kid proclaims
Sachin walks over to the tired kid quot;Boost is the secret of our energy.quot;
and offers him some Boost.

7. Losing interest in his
Soon he is joined by an
It's playtime and a boy
own tiny car, our
older boy who
occupies
young driver stares
brings a bigger car with
himself by driving his
longingly at his
him..
toy car around..
neighbor's car..
He can't hold on to his
MVO: quot;Well, it's only MVO: quot;Indica V2,
temptation
human to more car per
for long, and at the first
want more..quot; car..quot;
opportunity,
grabs the car and runs…

9. MARKETING CREATIVITY AND ADVERTISING
Based on there key customer insights

 Intended brand benefits
 Have high entrainment
 Demonstrating itself

10. Walking into the Cadbury factory,
he takes a look at their complete manufacturing
process
Finally giving his personal assurance and approval

11. CREATIVITY IN ADVERTISING AND PURE
CREATIVITY
Creativity in advertising involves disciplined

thinking and requires the creative person to think
differently within specific constraints.
 In the case of the pure artists, creativity is a free
flowing process where the artist can express
whatever he feels, free of constraints.

12. CREATIVITY V/S STRATEGY
Creativity are important from another

perspective, as well, they help raise the agency
profile( awards, recognition).
Good creative speaks for itself and need no

explanation.

13. HOW TO IMPROVE CREATIVITY
Seeing things different

 Generating multiple things
 Breaking the rules
 Thinking and linking
 A high level of awareness
 Knowing how you think
 Playing ‘ what ifs’ and
 Trying something on for size