Ask a professional in the business what the key to success is in advertising, and you’ll most likely get an answer is nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster. Creativity is the soul of advertising and branding. It is what gives life to messages about products and services that may otherwise be boring or insignificant in the hearts and minds of target customers. Advertisers often turn to advertising agencies for the design and development of campaigns and ads, which can lead to tension regarding the influence of creativity.
But are creative ads more effective in inspiring people to buy products than ads that simply catalogue product attributes or benefits? Numerous laboratory experiments have found that creative messages get more attention and lead to positive attitudes about the products being marketed, but there’s no firm evidence that shows how those messages influence purchase behavior. Similarly, there is remarkably little empirical research that ties creative messaging to actual sales revenues. Because product and brand managers—and the agencies pitching to them—have lacked a systematic way to assess the effectiveness of their ads, creative advertising has been a crapshoot.
Creativity makes that distinction
There is no recipe to creativity. No beginning, middle or end. No grammar, no language. Yet its effects are anything between dust and magic. Creativity creates the distinction between two products under the same category. Some may be of an opinion that by encroaching upon the media space a difference can be made. Stalwarts in advertising always say that nobody counts the number of ads you run; they just remember the impression you make. In fact Impression is the differentiator in advertising business. Only creativity can create both impression and distinction. Visibility is secondary to it. In a way creativity may well be the legal unfair competitive advantage a product or service can take to run over the competition.
Creativity is the identity
Beyond the product and brand, creativity is the wheel of the endeavor called advertising. How can an agency in the business of advertising demonstrate its superiority? Asking a client for his ad budget and give him a media plan and have the ad released is quite simple. How can an ad agency add value to the client for the space utilized? By making the ad stand out through creativity. By being different one can create the right identity. Otherwise the ad will be a run of the mill message piece. Creativity doesn’t mean difficult to understand for a common man. Best creativity uses simple words and phrases and doesn’t complicate the readers / viewers.
Why do we badly need the creativity in advertising? And if many people are selling or promoting a similar product, and using the same promotional method, how does public recognize our products? Therefore, we need to apply creativity in an ad creation by searching for new things and inspiration on how to combine the product with the inspiration we have so it will become an advertisement that delivers a dynamic and imaginative message, which can attract the attention and steal the hearts of the audience until they finally choose our products.
Human’s capability of capturing the interesting things in an instant is incredibly challenging for creative experts in advertising including the writers who stimulate all ideas and visuals into words. A writer must be observant in order to grab the attention and provide even inspire the audience to change their mind and create a change of experience that audiences will get when buying or using the product.
There are two things that will ruin creativity, which are distraction and fear. To avoid the appearing distraction such as a situation that makes it impossible to write, you’d better observe the surrounding condition before you write, match your mood as much as possible with what you will write and make yourself comfortable to write. The fear of deadline is very upsetting but it must be removed first. If you write in fear of, for example, making mistakes, or not meeting deadlines, try to relax, have a chat with some friends or relax your mind by listening to the songs you like so that the creative and brilliant ideas will appear and the ad writing process will be much more exciting.