Different Perspectives on Advertising Creativity

Last Updated on Fri, 08 Dec 2023 | Marketing Communications

Perspectives on what constitutes creativity in advertising differ. At one extreme are people who argue that advertising is creative only if it sells the product. An advertising message's or campaign's impact on sales counts more than whether it is innovative or wins awards. At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or aesthetic value and originality. They contend creative ads can break through the competitive clutter, grab the consumer's attention, and have some impact.

As you might expect, perspectives on advertising creativity often depend on one's role. A study by Elizabeth Hirschman examined the perceptions of various individuals involved in the creation and production of TV commercials, including management types (brand managers and account executives) and creatives (art director, copywriter, commercial director, and producer).7 She found that product managers and account executives view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives.

Continue reading here: Cannes Festival Becomes the Olympic Games of Advertising

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Readers' Questions

  • torsten
    What are the different perceptions of creativity in advertising?
    8 months ago
    1. Creative as Artistic: This perception considers advertising creative as a form of art, utilizing creative talent to produce exciting, visually appealing and emotionally powerful campaigns.
    2. Creative as Problem-Solving: This perception of creativity in advertising sees creative as a way to solve production, organizational, and marketing problems. Creative solutions are sought to help a business stand out, and to find the best solution for a problem.
    3. Creative as Innovative: This perception of creativity in advertising focuses on creating something new and pushing the boundaries of what is possible. Creativity here means developing novel approaches to advertising, while staying true to the brand message.
    4. Creative as Strategic: This perception puts creativity in advertising within the context of brand strategy. Creativity here is seen as a way to break through the clutter, create a powerful message, and reach the target audience.
    • adelia
      What are the different perspectives in marketing?
      1 year ago
      • There are several different perspectives in marketing, including:
      1. Production orientation: This perspective focuses on maximizing production efficiency and reducing costs. Companies using this perspective prioritize manufacturing and distribution processes, aiming to offer affordable products to customers.
      2. Product orientation: This perspective centers around product innovation and excellence. Companies using this perspective focus on creating superior products and then finding ways to market and sell them effectively.
      3. Sales orientation: This perspective emphasizes aggressive sales techniques and persuasive advertising to stimulate customer demand and increase sales. Companies using this perspective rely on personal selling and promotions to close deals.
      4. Marketing orientation: This perspective focuses on understanding customer needs, wants, and preferences in order to deliver superior value. Companies using this perspective conduct market research, analyze consumer behavior, and tailor their marketing efforts to meet customer requirements.
      5. Societal orientation: This perspective considers not only customer needs but also the broader societal well-being. Companies using this perspective take into account environmental, social, and ethical considerations when developing marketing strategies.
      6. Relationship orientation: This perspective emphasizes building long-term relationships with customers based on trust, satisfaction, and loyalty. Companies using this perspective prioritize customer retention and engage in relationship marketing strategies.
      7. Holistic orientation: This perspective adopts a comprehensive approach to marketing that integrates various aspects of the business, including product development, distribution, customer experience, and brand image. It takes into account the interdependence of different marketing functions to create a coherent and effective marketing strategy.
        8. These perspectives illustrate the different ways companies approach marketing and highlight the importance of understanding customer needs, creating value, and building lasting relationships for business success.