EFFECTIVE ADVERTISING

Effective Advertising

Effective Advertising

Introduction

Advertising has the power of providing information, persuading the reader and eventually selling. It is almost considered a mandatory to drive consumption. It is the only medium which can make us question ourselves - what we are looking at is a want or a need, and that's the theory which defines what advertising is meant to do. This literature review will discuss how advertising and creativity work hand-in-hand in the current downturn.

It can be seen that due to the recession all marketers have tightened their advertising budgets and the agencies are being forced to be more creative with small budgets. The discussion will throw light on the fact that the slump is giving way to newer and innovative ways of creative advertising. The challenge is to not only advertise but also be able to answer the consumers question about what the product is all about and carry the business through the downturn.

What Makes Advertising Effective

According to Beale C. (2002), advertising is the hub of energy and that energy defines the personality of the profession, the unique buzz of the creative procedure, the different types of people and the problems faced in the whole course of action. Every agency works in a different manner in terms of dealing with clients and the creative processes to come up with excellent campaigns. It is a fact as of today that the downturn has put the focus on how to come up with effective advertising strategies on a much smaller budget but also run the business more efficiently on tighter budgets. They may come across as effects of recession, if seen in the brighter light can be called the benefits of recession. Advertising is eye-catching, innovative or invigorating and makes people thing what thoughts led to the idea and how did they go about executing the idea to make it look like an exceptional piece of work. Creativity in advertising reflects the nature of vibrancy and of course creativity.

Couger (1995) suggests that creative thinking leads to innovation which ultimately translates into advertisements or products and services. Zane Radcliffe (Martin Croft article from Unit Handbook) says that creativity is affected by the internal hierarchies of an agency and often leads to a slowdown in the processes. A personalised interaction with the client on a one-on-one basis gives the agency a better understanding of the product or service being advertised and create a sense of trust between the client and the agency. Michell P. C. (1984) emphasises that a level of freedom and control plays a vital role in creative development and the environment can act as a stimuli to creative ideas.

In the early stages of the thought process, the thoughts should be allowed to crop up in an open mind leading to idea generation and then certainty in the execution stage for the desired output. Kover A.J., Goldberg S.M. and James W.L. (1995) hold a viewpoint which puts highlight on the fact that creativity is a necessity for effective ...