Creative advertising gets more attention from consumers and creates positive attitudes about the marketed product. Ask any marketing professional, and they’ll tell you that creative ads are more memorable, more cost-effective, and build your product’s fan base faster.
Harvard Business Review developed a consumer survey that defined five dimensions of perceived creativity in advertising. Applying these definitions, they were able to examine consumer responses to each type of creativity. They described these five types:
Originality: The ad has unique and surprising elements, and presents an “out of the ordinary” scenario.
Flexibility: The ad shifts between several ideas or scenarios, often demonstrating different uses for the product.
Elaboration: The ad emphasizes intricate or unexpected details, or expands simple ideas into complex ones.
Synthesis: The ad connects normally unrelated ideas or objects to create unusual scenarios.
Artistic Value: The ad is aesthetically appealing. The production quality is high, and may include beautiful visuals, memorable music, or clever dialogue.
The researchers found that more creative campaigns were more effective overall, but that certain dimensions of creativity drove purchases more than others. The most effective combination was Originality + Elaboration. Read the full results at HBR.org.
Wednesday, April 1, 2015
Wednesday, February 18, 2015
Growing Opportunities for Design Consulting
John Rousseau of Creative Review makes the case for expanding opportunities for design consultancy—as long as a few challenges can be overcome.
Introducing design into existing companies is complex and expensive. For the best results, design thinking cannot be treated as a fad to be discarded for the next business fad that comes along.
Design teams are groups of people that produce unpredictable yet brilliant results. They are a collection of experts and generalists, and together are greater than the sum of their parts.
Clients of designers are expecting more transparency. They want to be part of the process, to learn about design, to integrate what they have learned into their companies.
Some big opportunities for design firms are: small businesses who don't have an in-house design team, established businesses who want to quickly ramp up innovation, struggling companies who need help reinventing themselves, and enterprise software with millions of neglected users.
http://www.creativereview.co.uk/cr-blog/2015/january/case-for-design-consulting
Introducing design into existing companies is complex and expensive. For the best results, design thinking cannot be treated as a fad to be discarded for the next business fad that comes along.
Design teams are groups of people that produce unpredictable yet brilliant results. They are a collection of experts and generalists, and together are greater than the sum of their parts.
Clients of designers are expecting more transparency. They want to be part of the process, to learn about design, to integrate what they have learned into their companies.
Some big opportunities for design firms are: small businesses who don't have an in-house design team, established businesses who want to quickly ramp up innovation, struggling companies who need help reinventing themselves, and enterprise software with millions of neglected users.
http://www.creativereview.co.uk/cr-blog/2015/january/case-for-design-consulting
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