What is Creative Advertising and when Does It Really Work?
Creativity promotes thinking and gives a sense of purpose. As playing games like Online Slot games can bring positive changes in body and can boost your creativity level. In the world of Digital Marketing, a creative advertisement is more memorable and builds a fan community faster. Although creative messages get more attention to the product or services, there’s no firm evidence that could prove how these messages influence purchase behavior. Read on to know how does creative advertising lead to market performance.
What is Creative Advertising?
Creative advertising is when a team of creative marketers come together to make a commercial that effectively tells the story of the brand to the targeted audience. From strategy and design to technology and media, creative agencies can perform any type of tasks for their clients. The work produced by various creative agencies is much more meaningful than any old promos.
Originality in Advertising
An original advertisement contains elements that are rare and different from others. The focus is on the features contained in the ad. The ad can differ from common experiences by applying rare visual solutions. For instance, perfume advertisements feature picture-perfect and famous celebrities. According to an article in Harvard Business Review (HBR) by Werner Reinartz, the campaign that excelled in the original dimension was the visualization of the inside of a vending machine in the “Happiness Factory” commercial by Coca-Cola.
Creative advertising campaigns are more effective at getting results. After researching three decades of ad campaigns, author James Hurman found that creative ads deliver a return on investment that’s as much as eleven times higher than non-creative campaigns. A research carried out by the HBR revealed that a Euro invested in a creative ad campaign nearly doubles the sales impact as compared to a Euro spent on a non-creative campaign.
To qualify this, a creative campaign by Don’t Panic for Save The Children achieved a 93% uplift in fund raising for the organization. It resulted in over 150 million views and 2.5 million shares.
Use of Creativity
The level of creativity is different across various product categories. In categories such as beverages and coffee, marketers tend to focus on a higher level of creativity, whereas in categories such as body care and facial care, advertisers tend to show the actual use of the product. It is still important in some categories to show the actual results. When the product is oriented towards clear consumer goals, less preference is given to unusual approaches.
According to a study conducted by the Harvard Business Review, adding creativity can pay-off in traditional low-creativity categories. It also revealed that the overall creative score for shampoo was 2.62, while it was 3.60 for cola. A one-point increase in the creativity score for shampoo ad campaigns increased the sales impact by 4%. However, the body products category, which also falls in the low level of creativity, were harmed by additional creativity. Hence, it is important for marketers to understand their category’s sensitivity and creativity before commissioning a highly creative campaign.