NOVEMBER 20228he marketing industry has changed to a great extent. The roots of advertising run deep and we have come to a long way since William Caxton printed what would be described as Britain's first advert in 1477. In the long way, the advertisement industry has gone through various phases of evolution, and presently, it has a bit more to contend with in the marketplace.Well, the first advertisement might have occurred through word-to-mouth. Interestingly, this is still one of the most effective methods of advertising. Advertising became a significant force in capitalist economies in the mid-19th century, primarily in newspapers and magazines, basically in paper/print format. In the 20th century, it multiplied with new technologies such as direct mail, radio, television, the internet, and mobile devices. The bottom line is that advertisers are going wherever the attention is, so the interesting message and the presentation play a vital role in consumers' purchasing behaviour.Need of Creativity in AdvertisingThroughout the evolution, ads with a high level of artistic creativity are always worked as the backbone of the advertising industry. Today's highly competitive market requires much more effort to stand out in the ad world. Creative advertising is all about correct attribution to a brand/product. Creative advertising campaigns are proven to be more effective at getting positive results.Creativity can aid brands to create a following and promote their products. It turns out that many people believe in a brand that is high-quality and worth their attention. It is simply because they're impressed by the effort that went into producing such a creative advertisement. Creative advertising needs fewer media spending as it is more likely to be shared organically ­ increasing the opportunities for audiences to see the ad. It happens particularly on social media, where a like or a share from a friend is far more valuable than paid promotion due to the way algorithms prioritize content in the news feed. However, offline channels work similarly, where disruptive formats can earn online coverage.When it Works & When It Doesn'tThere is a saying that nothing is more efficient than creative advertising with a proper message. Well, whether the ad would work or not, it could be measured on different dimensions, such as originality, flexibility, elaboration, synthesis, and artistic value. Creative advertisement is more memorable, longer lasting, works with fewer media spending, and builds a fan community, faster.Creative messages get more attention and promote positive attitudes about marketed products. An original ad includes rare and surprising elements that stand out from the obvious and commonplace. The priority is on the uniqueness of the ideas or features used in the ad. Applying unique visual or verbal solutions can diverge from norms or experiences. A high-scoring advertisement on flexibility smoothly links the product to various uses or ideas. Considerable ads contain incredible details or extend simple ideas to more intricate and complicated ones. When it comes to synthesis, it is about blending or connecting usually unrelated objects or ideas. Ads with high artistic creativity contain aesthetically catchy verbal, visual, or sound elements. The production quality of these ads is high, their dialogue is clever, their colour palette is authentic, and their music is memorable. Hence, the EDITORIAL EXCLUSIVECREATIVE ADVERTISING: BALANCING BETWEEN IDEA & PURCHASE BEHAVIOURt
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