Creativity in advertising

Looking at Francesco Mugnai blog, I learnt about the importance of creativity in Marketing. If creativity didn’t exist, we would probably be living like cavemen right now. Creativity plays a great part in our world leading to change in the way of life of human species. People always create something new that has some kind of value. Right now, with the help of mtv, we saw the arrival of the jersey shore culture while in the 1960, rock and roll was the trend. In marketing, creativity plays the fundamental part in a marketing campaign. We use creativity in the way we advertise and brand of a product. Without creativity, it is impossible to compete with our rivals and reach the target market. Creativity is key to brand differentiation. Creativity leads to ad effectiveness by stimulating demand due to increase in value perception, and facilitation of communication process. By brand differentiation, it leads to innovation which is the driving factor of our economy. For an ad to be effective, the message needs to be unique and radical so that that consumers react positively to it. If the message is successful, the company has a has a great chance in gaining market share and it can foster brand loyalty in the future. For an ad to be creative, it has to be attention grabbing to the audience. This kind of marketing is called guerrilla marketing. Guerilla marketing campaigns rely on time, energy and creativity rather than a big marketing budget. Human psychology is a great part in the effectiveness in guerilla marketing.

Some examples of creativity and guerrilla marketing campaigns:

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