Case II: Creativity in Advertising

Case II: Creativity in Advertising

1. Study Discoveries

   • An euro invested on creative ad campaign doubled sales impact on euro spent on noncreative campaigns.

2. What is Creativity?

   • Ability to find unusual and nonobvious solutions for a problem.

3. Dimensions

   • Originality: rare or surprising, move away from the obvious and commonplace.
   • Flexibility: links the product to a range of different uses or ideas.
   • Elaboration: unexpected details, extend simple ideas, become more intricate and complicated.
   • Synthesis: connecting normally unrelated objects or ideas.
   • Artistic value: aesthetically appealing verbal, visual or sound elements.

4. Measuring Campaign Effectivness

   • In most cases, companies are underinvesting in creativity.
   • Companies can measure the impact of creative choices.
   • More effective creative ads will reduce other ad budget parts.

5. Insights on creativity enhancing sales numbers

   • Use of creativity differs by category
     • In certain categories it is important to to deliver factual proof points of performance features.
     • Understand category's sensitivity creativity before redefining campaign.
   • Dimensions have varying levels of influences on sales
     • Originality is often part of the most effective combinations, but boosts only in the presence of other dimensions.