Creative advertising: Balancing between idea and purchase behaviour
The 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 for creativity in advertising
Throughout 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 and when it doesn’t
There 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 impact is that consumers often view the ads as almost a piece of art rather than an egregious sales pitch.
Era of influencers
Indeed, the Internet is a significant game changer in the advertising industry. Social networking sites enhance the efficiency of creative advertising. At the same time, the marketing and advertising industry already has celebrities to promote the products. Though, social media introduced influencer marketing, where doors of advertisement and marketing were opened for the influencers. Influencers help a consumer to understand their needs and wants.
Overall, with this, advertising priorities have changed from just selling the product to understanding customer needs and increasing awareness about the product. Thus this period, especially post-pandemic, can be called an online age where companies, along with their excellent traditional modes of advertising on television, radios, etc., are focusing more on online methods.
Hence, advertising evolution can be considered as one with significant changes, still withholding the old ones and setting its footprint towards new ones.
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