Sample 1 & Need responses 1
Hello everyone, the keyword I chose for this week’s discussion is advertising creativity. According to the textbook, I understand that advertising creativity is creativity and is probably one of the most commonly used terms in advertising. Advertising is often called creative. People who develop advertisements and commercials are called creative. Advertising agencies have also gained reputation for their creativity. Perhaps so much attention is focused on the concept of creativity, because many people think that the specific challenge for those who develop an advertising message is creativity. Their job is to transform all the information about product features and advantages, marketing plans, consumer research and communication goals into a creative concept to bring advertising messages to life.
For advertisers, reading can be a bit frustrating, but research shows that only 16% of ads are recalled and correctly attributed to the brand, which suggests that 84% of advertising spend may be wasted.
A recent study showed that Internet users now spend an average of 2 hours and 22 minutes on social networks and messaging platforms every day. It seems to have spent a lot of time contacting them, right? Incorrect. On average, you have about 5 seconds to attract the attention of visitors. If your profile doesn’t force them to hang out, it’s over. Every time we open a browser or pick up a tablet, we are bombarded by advertisements, so creative advertisements that can break through the constant impact of content are critical to success. Millward Brown, a British market research company, pointed out the top ten reasons why advertising is widely shared, and numbers are largely regarded as the creativity and attractiveness of advertising. Therefore, it seems that the best way to be most noticeable in advertising “noise” is to attract people. The most eye-catching advertisements are creative advertisements that can attract and keep the audience’s attention. The rest is just lost in the abyss of eternity, that is the Internet!
The practice has proved that creative advertising campaigns can achieve results more effectively. Author James Hurman and others have studied advertising campaigns for 30 years and found that after effective implementation of advertising material campaigns, the return on advertising investment is eleven times that of non-creative advertising campaigns.
Creativity can help brands create followers and promote their products. A study by Micael Dahlen, Sara Rosengren, and Fredrik Torn, published in the Journal of Advertising Research, found that highly creative advertisements are likely to leave their mark on consumers. Facts have proved that many people believe that brands are high-quality and worthy of their attention. This is simply because they are impressed by the hard work they put in to produce such creative advertisements.
“The Importance Of Creative In Advertising: Adacado Blog.” Adacado, adacado.com/blog/the-importance-of-creative-in-advertising/.
“Creative Advertising: The Importance of Creativity in Advertising.” Don’t Panic London, 8 Mar. 2021, www.dontpaniclondon.com/importance-of-creativity-in-advertising/ (Links to an external site.).
“Creativity in Advertising: When It Works and When It Doesn’t.” Harvard Business Review, 1 Aug. 2014, hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt.
Belch, George E., and Michael A. Belch. Advertising and Promotion: an Integrated Marketing Communications Perspective. McGraw-Hill, 2021.
Sample 2 & Need responses 2
The term I will be talking about this week is emotional appeals in advertising. Emotional appeals in advertising is when businesses create advertisements that trigger a person’s emotions rather than their rational thoughts. This marketing technique is powerful and effective as most people tend to act on their emotions and can be influenced by them. Advertisements that target people’s emotions try to form an emotional bond with them in order get their desired result, which is to get them interested and interact with their product or service.
Creating an advertisement that appeals to people’s emotions can be difficult when you are unsure about which emotion(s) to target. First the business should get to know their target audience on a deeper level in order to understand what kind of emotions they can target. Telling a story can also cause people to feel emotions towards the story, whether it be happiness, empathy, curiosity, etc. Stories can capture people’s attention and in turn they can tell other people about it and spread the word about the business. Being authentic is important when telling stories and forming an emotional connection with current and future customers. Understanding the message and values of your brand can help make your emotional appeals more effective in advertisements.
There are many times where companies used emotional appeals in their advertising in order to create an emotional response within people when it comes to reacting to their brand. In 2015 Coca-Cola had the “Choose Happiness” campaign where they gave out the message about sharing their good memories. Nike’s “Just Do It” campaign bring out emotions of leadership and taking the first step. World Wildlife Fund evokes fear in their advertisements to bring awareness to the harmfulness of global warming. When done right, companies can evoke the right emotions they wanted their target audience to feel.
Genete, A. (2020, October 20). Emotional Marketing: What It Is and How It Works. Spiralytics Inc. https://www.spiralytics.com/blog/emotional-marketing-what-it-is-and-how-it-works/ (Links to an external site.)
Weber, I. (2018, December 5). 11 Emotional Advertising Examples Most Used by Brands. 11 Emotional Advertising Examples Most Used by Brands – Creatopy. https://blog.creatopy.com/emotional-advertising-examples/ (Links to an external site.)
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