Creative Advertising: What is it and can it Create Positive Brand Images and Purchasing Possibilities
Marketers have been challenged to produce the effective strategy to produce value to customers, create long lasting relationship that would result into profitable customer relationship, and servicing them through a good after sales services. With these, companies are not only creating value for their products they are also able to increase their profit through proper promotions. Too much spend into these department will bloat the fixed overheads and will result into lower profit and does not guarantee to capture value from customers. For many decades of our time, print/radio/TV advertisements have been the key that played out in communicating message to the target consumers, however people have come to a certain point that it became its nature to constantly seek new things. And with that being said, marketers were called in to the era of promoting their products, the creative advertising. Many studies have defined creative advertising such as “Something that makes people stop what they are doing and pay attention, even when they know they are looking at an ad” and “The soul of advertising and branding”, and “The extent to which the advertisement contains brand or executional elements that are different, novel, unusual, unique and original”. All of which based their core concepts into Originality, Attraction, Strategy and Persuasiveness. Advertising agencies regard creativity, especially originality, as the mission of the entire advertising industry and believe that originality should not be constrained and must be rewarded. On the other hand, attractiveness is what catches the attention of the consumers. Who, in the history of men, have not noticed the one or two attractive ladies among a crowd? Who could have missed that kind of beauty whom most of men get