Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 10 Creativity and Advertising

10–2Copyright © 2006 Thomson Business and Economics. All rights reserved. Overview of Creativity The Poets versus the Killers –The tension between creativity and “selling” Creating brands –Advertising is about “brand-meaning creation” Creativity in general –The soul of advertising and branding

10–3Copyright © 2006 Thomson Business and Economics. All rights reserved. If you had to guess who came up with this ad, would you guess the killers or the poets?

10–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Creativity Across Domains Creativity is a gift, a way of seeing the world. Mozart, DaVinci, Keats,? Creatives are unconventional, showing total commitment to their craft.

10–5Copyright © 2006 Thomson Business and Economics. All rights reserved. Creativity Across Domains: Research Findings Howard Gardner studied seven creatives: –Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, Gandhi. Found these common characteristics: –Self-confident, alert, unconventional, hardworking, obsessive.

10–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Can One Become Creative? A very big question Is creativity an end result? Or a way of thinking? –Public acceptance of a person’s work is not always a good measure of creativity. Are you creative?

10–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Creativity in the Business World The business world values creativity, but has a hard time deciding what it is Creativity is a positive trait. Creatives are “famous” in their own organizations. Why do the “killers” have a hard time with creativity?

10–8Copyright © 2006 Thomson Business and Economics. All rights reserved. How would you rate this ad from a creative standpoint?

10–9Copyright © 2006 Thomson Business and Economics. All rights reserved. How would you rate the creativity of this ad?

10–10Copyright © 2006 Thomson Business and Economics. All rights reserved. Adaptation/Innovation Theory People facing creative tasks can be placed on a continuum between being an adaptor and an innovator. Adaptors: –Work within existing paradigms Innovators –View the paradigm as part of the problem

10–11Copyright © 2006 Thomson Business and Economics. All rights reserved. Ad Agencies, the Creative Process, and the Product Oil and water Art and Science Why creativity?

10–12Copyright © 2006 Thomson Business and Economics. All rights reserved. How to Discourage Creativity 1.Treat your audience like a statistic 2.Make your strategy a hodgepodge 3.Have no philosophy 4.Analyze your creative effort as you do a research report

10–13Copyright © 2006 Thomson Business and Economics. All rights reserved. …Discourage Creativity 5.Make the creative process professional 6.Say one thing and do another 7.Give your client a candy store 8.Mix and match your campaigns

10–14Copyright © 2006 Thomson Business and Economics. All rights reserved. …Discourage Creativity 9.Fix it in production 10.Blame the creatives for bad creative 11.Let your people imitate 12.Believe post-testing when you get a good score