Creativity In Advertising Essay

When consumers want to by product, they comes to their mind a particular product. Due to the strong competition between companies, they focus most of their efforts on how to attract consumers. The first way that companies use to make attention for their products is to introduce products by advertising. Advertising is an aspect of the marketing process. According to Oxford Dictionary, advertising means "the activity or profession of producing advertisements for commercial products or services". While this general definition is useful, advertising need to be more specific and catchy to be easy to remember. Advertising does not always influence consumers’ behavior or increases sales revenues for many particular reasons, namely, the elaboration of the advertisements, artistic value while implementing creative advertisements, and originality of the advertisements.

One of the definition for advertising is the method that increase the product`s sales. Advertisers rely on TV commercials that consider one of the important ways to sell their product. Commercial advertisements help the product to be successful if use creative advertisements. Creativity in advertising is ability to find unique methods to present advertisement. According to Reinartz and Saffert (2013), in the article “ Creativity in Advertising: When It Works and When It Doesn`t,” they explain that creativity is “ Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a problem” (p.106). They define the meaning of creative advertisements and argue that not all creative advertisements that emerge would influence buying behavior and sales revenues. However, with so many advertisements, advertisers try to get consumer’s attention. A perfect example wh...

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In conclusion, advertising is one of the most significant dynamics of the selling process around the world. Creative advertisements do not always impact consumer performance or increase sales revenues. Companies should take three dimensions of creativity on advertising to influence people`s behavior: elaborate plans of the advertisements, add artistic value, and keep originality of the advertisements. According to the dimensions above, using these dimensions would help to create effective advertisements to assist companies in achieving their goals and increase their profits. Although there are some criticisms on advertisements that they do not attain the definition of advertisement, they are one of the important ways that businesses use to achieve their first goal which is to augment their profits by introducing their products and services.