Creativity
Creativity is defined as the tendency to generate or recognize ideas, alternatives, or
possibilities that may be useful in solving problems, communicating with others, and
entertaining ourselves and others. (page 396)
Three reasons why people are motivated to be creative:
1. need for novel, varied, and complex stimulation
2. need to communicate ideas and values
3. need to solve problems (page 396)
In order to be creative, you need to be able to view things in new ways or from a
different perspective. Among other things, you need to be able to generate new
possibilities or new alternatives. Tests of creativity measure not only the number of
alternatives that people can generate but the uniqueness of those alternatives. the
ability to generate alternatives or to see things uniquely does not occur by change; it is
linked to other, more fundamental qualities of thinking, such as flexibility, tolerance
of ambiguity or unpredictability, and the enjoyment of things heretofore unknown.
(page 394)
The creative process in advertising involves several stages that help advertisers develop
compelling and effective campaigns to promote products, services, or brands. Here's a
detailed explanation of each stage with examples:
What is an example of the creative process?
An example of the creative process for an author would like like the following.
1. Preparation: the author begins to collect research, resources, and general ideas for their
story.
2. Incubation: the author goes about their daily life, doing some dedicated work for
brainstorming their story as well as letting their subconscious play with plot possibilities.
3. Illumination: the author has a moment of inspiration which gives them clarity for the
direction that they want to take their story.
4. Evaluation: the author tests their newly refined idea and makes sure their plot holds up and
will make a good story. The author may use this process to refine their ideas and direction.
5. Implementation: the author begins their drafting process and brings it to completion.
Preparation Understanding the Objective: Before diving into creativity, advertisers need
to clearly understand the objective of the campaign. This involves identifying the target
audience, defining the message, and setting specific goals. For example, if a company wants
to launch a new line of eco-friendly products targeted at environmentally-conscious
millennials, the objective might be to raise awareness about sustainability and drive sales
among this demographic.
Incubation Research and Insights: This stage involves conducting thorough research to
gather insights about the target audience, market trends, competitor strategies, and consumer
behavior. Advertisers use various research methods such as surveys, focus groups, interviews,
and data analysis to gather relevant information. For instance, a clothing brand might conduct
surveys and interviews to understand the fashion preferences and shopping habits of its target
audience.
Brainstorming and Ideation: Once advertisers have a clear understanding of the objective
and insights from research, they brainstorm creative ideas for the campaign. This stage
involves generating a wide range of concepts, themes, and messaging strategies. Creativity
flourishes during brainstorming sessions, where team members bounce ideas off each other
and explore unconventional approaches. For example, an advertising agency tasked with
promoting a new energy drink might brainstorm ideas such as extreme sports sponsorships,
viral social media challenges, or interactive outdoor installations.
Illumination Concept Development: After brainstorming, advertisers refine the most
promising ideas into concrete concepts for the campaign. This involves developing a creative
strategy, defining key messages, and crafting visual and verbal elements such as taglines,
slogans, and imagery. Advertisers create mood boards, storyboards, or rough sketches to
visualize the concept and ensure alignment with the brand identity. For instance, a fast-food
chain might develop a concept centered around the idea of "food freedom," emphasizing the
convenience and indulgence of its menu items.
Evaluation
Testing and Iteration: Before launching the campaign, advertisers often conduct testing to
gauge its effectiveness and identify areas for improvement. This may involve focus groups,
surveys, or A/B testing to evaluate different elements of the campaign and gather feedback
from the target audience. Based on the results, advertisers make necessary adjustments and
iterations to optimize the campaign's impact. For instance, an e-commerce company might
test different versions of its website homepage to determine which layout and messaging
resonate best with visitors.
Implementation Execution: Once the concept is finalized, advertisers begin the execution
phase, where they bring the campaign to life across various channels and touchpoints. This
involves producing creative assets such as advertisements, videos, print materials, digital
content, and social media posts. Advertisers work closely with designers, copywriters,
videographers, and other creative professionals to ensure the highest quality execution. For
example, a car manufacturer might produce a series of sleek and cinematic TV commercials
showcasing its latest model's performance and features.
By following these stages of the creative process, advertisers can develop innovative and
impactful advertising campaigns that resonate with their target audience and drive business
results.
Creativity plays a crucial role in advertising for several reasons:
1. Capturing Attention: In today's cluttered media landscape, advertisers must compete
for consumers' attention. Creative and innovative advertising grabs attention, cuts
through the noise, and stands out from the competition. Eye-catching visuals,
compelling storytelling, and unique ideas can stop consumers in their tracks and make
them take notice of the ad.
2. Building Brand Awareness: Creative advertising helps brands build awareness and
recognition among their target audience. Memorable and impactful campaigns leave a
lasting impression on consumers, making them more likely to remember the brand
when making purchasing decisions. For example, iconic slogans like Nike's "Just Do
It" or Apple's "Think Different" have become synonymous with their respective
brands, thanks to creative advertising.
3. Differentiation: Creativity allows brands to differentiate themselves from
competitors and carve out a unique identity in the market. By showcasing their
personality, values, and USP (Unique Selling Proposition) in creative ways, brands
can attract consumers who resonate with their message. For instance, Coca-Cola's
emotionally resonant ads often emphasize themes of happiness, togetherness, and
positivity, distinguishing the brand from other beverage companies.
4. Engagement: Creative advertising sparks emotional connections with consumers,
driving engagement and interaction with the brand. Ads that evoke laughter,
nostalgia, inspiration, or empathy are more likely to resonate with audiences and
prompt them to share the content with others. Social media platforms provide an ideal
environment for creative ads to go viral and reach a wider audience organically.
5. Influence and Persuasion: Creativity is a powerful tool for persuasion, as it can
influence consumers' attitudes, beliefs, and behaviors. Creative advertising can evoke
desire, create FOMO (Fear of Missing Out), or address pain points and aspirations,
persuading consumers to take action, such as making a purchase, signing up for a
service, or supporting a cause.
6. Adaptability: Creativity allows advertisers to adapt to changing consumer
preferences, market trends, and technological advancements. Creative agility enables
brands to experiment with new formats, channels, and storytelling techniques to stay
relevant and resonate with modern audiences. For example, brands have embraced
influencer marketing, interactive experiences, and user-generated content as creative
ways to engage consumers in the digital age.
Overall, creativity is essential in advertising because it drives attention, differentiation,
engagement, influence, and adaptability, ultimately contributing to brand success and
business growth.
