What about creativity?
Creativity in the sense of creative realization of advertising messages is the most important “sacred cow” the advertising industry. Advertisers love to chew over and savor the successful findings of Western and native copywriters, creative sale and participates in competitions for creative worship, admire, argue about it, evaluate it … But let’s look at the other side.
Creativity is nothing like an art wrap advertising message wrapper marketing ideas, and should be considered in terms of goals and objectives, which are facing advertising. With this does not argue any literate advertiser. Experienced professionals from the advertising and marketing unmistakably separates a “live” creatives from dummy. But you need to look more deeply, we should not simply assess the presence of some creative marketing ideas. We need to understand, and what kind of idea is hidden behind a beautiful package, what exactly is the message to the consumer. Must be compared not “wrappers” and “candy” that they are wrapped. After all, creativity by itself only makes the perception of advertising pleasant to the eye and ear, but can not get to buy. This is the core task of advertising messages – the same marketing ideas, which should not be created in the minds of advertisers, but to be the result of the analytical work of marketing departments of manufacturers.
We will not consider “creative about nothing”, after meeting with whom is born only confusion and doubt in the mental health of the creators. All these “dvoechki have Vovochka” because of its absurdity, not be subject to analysis. It may be that such advertising is remembered well because of its absurdity, or even stupidity. It can serve as an occasion for jokes and a mockery of advertising, but their immediate objectives, it does not, therefore, to study it makes no sense. We consider the very “live” advertisements, which in principle can sell or promote the sale of goods and services. The fact that positively evaluated by the advertisers and marketers. So, what advertising tells the consumer? What is the core of advertising messages, hidden behind the guise of art?
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