Creativity Importance in Advertising

There are many reason why creativity is important in advertising. With good visual effects it will attract the target audience attention that creates interest by establishing feelings of desire to bring about an action to purchase.

It is a pillar to build the marketing mix - personal selling, sales promotion, direct marketing, public relations and sponsorship.It differentiates the 'me too' products by influencing attitudes and feelings to position the brand in preference above a competitors brand.It provides knowledge thereby stimulates thinkingIt can persuade, be relevant and meaningfulIt facilitates purchase and trialIt creates loyal customersIt transforms boring ads to interesting adsCreative ads achieve objectives

The use of colour in your advert adds to production and placement cost, and has been found to be well-worth the increased costs because of:

Attention - holding power of the ad increases when colour is usedPeople are conditioned to colour stimuliProducts look better - especially foodCreates moodsCreates an image of prestigeGreater message recall

Selecting Colour connotations

Red Passion, action, fire, heat, danger, angerBlue Cool, truth, purity, formality, sadnessGreen Calm, youth, nature, wet, ignorance, immaturityBlack Mystery, mourning, death, elegance, heavinessYellow Light, optimism, cheerfulness, dishonestyOrange Fire, heat, action, harvest, fallWhite Cleanliness, purity, virginitySilver Diffusive, gentle, touching, softBrown Earth, dirty, dull, boring, worthy ,unexciting, uncompromising

Some tips on visuals

Great illustration is vital - only 4 ads per magazine are readPut story appeal into the illustrationIllustration should portray rewardTo attract woman - show woman and babiesTo attract men - show menAvoid historical illustrationsUse photographs rather than drawingsDo not deface illustrationsUse spoken style captionsDon't use too many illustrationsDo not crop important elements

Visual elements of designThe visualisation of the basic theme is extremely important and vital to the success of the advert.

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