The Key Role of Creativity in Advertising

Outstanding creativity is definitely goldmine in advertising industry, simply because, it can develop truly valuable and catchy slogans in print or outdoor advertising, in radio or TV ad campaigns.

Advertising is one of the most dynamic engines in the worldwide selling process; regardless of the business, ad campaigns must be developed, as long as managers running these businesses are willing to stay on top or to expand their company.

An ad campaign is not about conveying information politely, formally, something similar to a press release. On the contrary, the message should be engaging, clear, unique and revolutionary so as the audience could react positively. Since all traditional alternatives have been exhausted, advertisers have been slightly forced to come up with amazing creative solutions, in order to outdistance old-fashioned advertising methods, or to reinvent wisely and artfully previous concepts. For instance, many advertisers speculated the fact that consumers were fed up with long and annoying portrayals, which ended up in extremely polite invitations to buy a particular product. Therefore, they changed the strategy and succeed in grabbing attention through suggestive commercials, less invasive concepts, which gave prospective customers the opportunity to react to an interesting and innovative message. The stress falls on consumer’s choice to respond to that message. In order to reach relevant results, advertising patterns should match creativity-based ideas.

Since the first attempts in advertising, creativity has evolved following various cultural, social, and economical trends. Creativity in art differs from creativity in advertising simply because advertising is expected to have a different echo or impact, to the extent that it should generate on high-scale a particular behavior. While art is a free manifestation, in advertising, creativity is slightly restricted; more precisely, advertisers explore their creativity depending on predefined factors in order to have a particular feedback. We could say that art and advertising have different purposes.

The quality of the message does not depend one hundred percent on the creative skills of one single advertiser, marketing departments are assigned to establish an audience and consequently to point out audience’s spheres of interest in order to generate a message.

Although, being creative means also being unique, advertising is expected to engage immediately and temporarily various categories of consumers.

At this stage, creativity plays a crucial role, because, the more it raises interest, the more targeted audiences will pay close attention to further details and will buy advertised products or services.