Introduction
In the conditions of modern information and advertising noise, it is becoming increasingly difficult to attract consumer attention, stand out among competitors, and increase interest in one’s brand. In this situation, a non-standard approach to communication, an unusual creative solution for delivering an advertising message, is often the most effective way to achieve the planned business indicators. Since too bright advertising can scare consumers, advertisers and business owners very frequently refuse creative advertising. Although creative advertising can be too catchy, it often attracts consumers’ attention, improves the perception of the advertised service or product, and stimulates business.
Creative Advertising
The distinctive features of creative advertising are its memorability and stable interest. Unusual decisions are remembered better because the human brain imprints in memory the information with which challenging mental activity is associated. Since non-standard promotion involves a clever presentation of information, intellectual work will be required.
Accordingly, everything that worked out remains in the memory of consumers. Creative advertising was the advertisement of the antiperspirant Old Spice, where a strong man engaged in various types of activity while, at the same time, being protected from unpleasant odors (Bhasin, 2021). Creative advertising is used without a favorable price offer for the buyer. If there is no benefit for the consumer, then an impact on the emotional sphere and a statement about the value of the product are required. Competition in today’s market is quite serious and requires more active actions from businesspeople and advertisers. High-quality products and attractive prices will always be necessary for customers, but first, attracting attention to the product is required.
A few years ago, the Coca-Cola company released its product with various labels, for example, “friend,” “mom,” and “lover,” which attracted the attention of buyers (Bhasin, 2021). Since there is a considerable number of goods and, therefore, advertising, the intrusive information noise is only annoying now. The standard feed is no longer so compelling, but the unusual promotion of the product is quite capable of attracting consumers. It is believed that creative advertising cannot be changed, but this opinion is not entirely accurate (Enns, n.d.). A critical aspect remains how exactly to create such an advertisement that will not repel customers but, on the contrary, will help attract them and interest them in buying a product.
Creative advertising is an innovative concept that uses unique forms, methods, and ideas to bring a product to the market and pique consumers’ interest. Moreover, buyers’ appeal and purchase of the product itself are not always conscious. People started buying Heinz ketchup after their advertisement, in which the ketchup bottle was filled with real tomatoes (Bhasin, 2021).
Often, the desire to buy is caused by a favorite TV video, through which marketing specialists promote the product. When creating a non-standard promotion, modern marketing tools are used (Kelley et al., 2022). These are original audio, video, and text content, unusual slogans, and innovative graphics. Therefore, a creative technique is much more effective than traditional types of advertising.
Conclusion
In conclusion, creative advertising can stimulate business, but only if it is well thought out and executed efficiently. Sometimes, people underestimate complex and innovative advertising, and therefore, loyalty may fall. Nevertheless, current market conditions and ever-growing competition force business owners to come up with new and attractive types of advertising using creative solutions. Creative advertising has many advantages, such as more effective memorization among consumers, more effective attention-getting, and improved perception. Sometimes, people may not even think about buying a particular product but remember a bright and exciting advertisement, and they automatically purchase the product.
References
Bhasin, H. (2021). 15 popular advertising examples and creative campaigns. Marketing91. Web.
Enns, B. (n.d.). The impact of creative quality on business development success.
Kelley, L. D., Sheehan, K. B., Dobias, L., Koranda, D. E., & Jugenheimer, D. W. (2022). Advertising media planning: a brand management approach. Taylor & Francis.