Please enable JavaScript.
Coggle requires JavaScript to display documents.
CREATIVITY : Creativity in advertising : When it works and when it…
CREATIVITY : Creativity in advertising : When it works and when it doesn't
WHAT ?
+++ memorable, longer lasting, less media spending, community builder
More attention, + positive attitudes BUT NO FIRM EVIDENCE
Very little empirical research on the link between creativity and sales income
Divergent thinking, finding non obvious solutions to a problem
Researsh
Torrance test of creative thinking
Assess individual's capacity for divergent thinking
Adaptation of the test by Robert Smith to advertising
Criiteria
Originality
Rare/surprising
Uniqueness of ideas
Far from obviousness
Flexibility
// zeitgeist
Links the product w/ a range of ideas
Elaboration
IMore intricate ideas
More detailed than expected
Synthesis
Divergent storyline
Connecting unrelated objects/ideas
Artisitic value
+++ production, dialogue, color palette, music
High level of artistic creativity
Results + model
Among 437 ads, only 11 over 5/7 among which 5 from Coca Cola
1€ invested in creative campaign brings twice as much as 1€ invested in a classic non creative campaign
1 to 7 creativity scale from the 5 criteria
Elaboration = best
Currently : agencies use mostly originaliity or artistic value