Creativity has always been the crystallization of ideas that advertisers are keen on and pursue, but many advertisers still take creativity as the premise and core of advertising materials unilaterally. In fact, creativity should also be extended with the continuous expansion of advertising scope. This paper puts forward the concept of pan-creativity and expresses the idea that creativity runs through the whole advertising process.
Creativity is the soul of advertising.
When people say this, they usually just think that creativity only exists in advertising materials, which is only the premise and core of advertising materials. This is a one-sided view that narrows the scope of creativity and advertising. Therefore, when advertising has developed into a comprehensive service from strategy to media, we should also put forward the concept of pan-creativity in order to combine with the rapid development of advertising.
Pan-creativity refers to the whole process of advertising, including the novel creativity integrated in all stages from strategic conception to media delivery, and transforming this creativity into a driving force that is really suitable for products or services and can promote the development of enterprises in a certain way. Because it is the promotion and expansion from advertising creativity to advertising creativity, we can call it the derivative or extension of creativity.
Creativity is the pursuit of all advertisers, and it is a professional skill that advertisers must possess. Creativity is also an important aspect that advertising companies must constantly experience and improve, and it is an irreplaceable core competitiveness created by an advertising company. Because advertisers sell wisdom, the survival of advertising companies is thought.
Creativity is a continuous process, not an instant inspiration. Creativity is the life gene that runs through the whole advertising case, not just the spark of thought before advertising performance. Therefore, creativity is not so much the soul of advertising as the vitality of advertising, which exists in the life cycle of advertising and promotes the growth and maturity of advertising life.
The whole advertising process can be divided into the following seven stages, and creativity is gradually stirred up in these stages.
First, stimulate creativity (integrate creativity)
Advertising creativity is a realistic proposition that an advertising case must face, and it expects the advertising team to explore and develop. The power of the system is infinite, and the spark of collision is gorgeous. Therefore, the desktop of advertising creative seminar or brainstorming meeting is actually more like a stage where ideas collide and need to shine and blend here.
When an advertising company receives a case, the first thing it needs is for everyone to have a creative agitation after having a general understanding of the product, so as to make the most imaginative, impactful and even lethal things. This stage can be endless connection and full of talk. The most important thing is to start everyone's thinking, strive for the forefront in argumentation and refutation, develop in negation and extension, integrate the strength of the team and make the best ideas.
Second, the concept of creativity (strategic creativity)
In the process of brain agitation, there can be no constraints. All opinions and ideas can be unsystematic, immature, even just a few words, or fragmented shots and meaningless words. The article you are reading now comes from (presented and echoed by http://www.keeloo.org)
Of course, when ideas are constantly emerging and generating, we need to guide and link some scattered and broken ideas with the whole advertising strategy to form a whole creative concept. This process is not just a process in which the creative director puts all the ideas together and connects them. In fact, when piecing together and connecting, two or more seemingly unrelated things are often linked by sudden inspiration and sparks to form a brand-new thing. Therefore, this process is a new reorganization process using a pile of ideological materials. Its task is to form a relatively complete conceptual creativity of the whole advertising case and determine a directional and holistic strategic creativity in the process of secondary creativity, combining with customers' products.
Third, strategic creativity (tactical creativity)
When strategic creativity is formed, it may just express a certain idea or a certain way of life. It is illusory and abstract and cannot be directly felt or touched. Is a specific language and expression, only suitable for the communication of advertising creative teams. Therefore, strategic creativity is a kind of connotative creativity, which needs to be further refined and transformed to form a practical creative action plan.
In the process of this transformation, we need to conduct more extensive and in-depth research on consumers. In the process of research, we need to find the most creative form that can impress the target consumer groups. Because the advertising case is periodic, we need to regulate it strategically. If it is a novel concept, it may be necessary to cultivate the market for a period of time, that is, to inject what we want to sell into consumers' knowledge and cognitive structure, and then let consumers perceive the specific benefits brought by the concept, thus arousing desire and even changing consumers' thinking habits and living habits. Tactical creativity, which is also instructive and programmatic, can be implemented concretely. It is a concrete idea to implement and operate under the overall intention of strategic creativity, and it also needs creativity, because novel and prominent strategies are often the most fundamental prerequisite for success.
Fourth, sales ideas (sales ideas)
After a series of strategies and strategy integration and refinement, we returned to the final level of the previous work, that is, how to achieve the expected sales objectives of advertisers.
Sales creativity is actually sales ideas, which is what we usually call selling point refining. A product has many attributes, but not all attributes are characteristics, because the attributes between similar products can be quickly imitated today when the homogenization of products is becoming more and more serious. For example, in the dairy industry, you produce bovine colostrum, and other manufacturers with certain technical ability can launch this product almost in a short time, and almost all newly launched milk tablets are put into production in a short time. Therefore, we need to find more special selling points in the same attributes, which cannot be imitated and replaced in the short term.
Sales creativity should attract consumers' attention and stimulate their desire to buy, so it must be attractive and penetrating. Here, we also need to find the selling point with an agile sense of smell under the premise of understanding the product, and then promote it with creativity.
Five, advertising creativity
After determining the sales ideas, what we need to do next is to promote the sales ideas, that is, the most direct advertising ideas in a narrow sense. Because the selling point is the uniqueness and exclusiveness extracted from many attributes of the product, but this feature must be expressed through advertising. For example, the principle of a slimming product is to extract energy factors from natural plant essence to promote cell movement, so as to achieve the purpose of slimming, but for consumers, the biotechnology or biological components inside are too professional for him to understand, or there is no need to understand. The purpose of advertising is to communicate with consumers, arouse their interests and desires in a way that consumers can understand, and finally promote the sales of products. Therefore, advertising creativity is the process of changing selling points. The article you are reading now comes from (presented and echoed by http://www.keeloo.org)
In this process, we need to use our imagination to transform the sales ideas into the most favorite and acceptable creative points for consumers. It is necessary to carry out extensive thinking divergence around sales ideas, so that consumers can directly understand the benefits brought by product functions. This creative point is the premise and foundation of all advertising material creation, and it is the core of advertising material, which largely determines the influence of advertising.
Sixth, express creativity
The essence of advertising is a relationship, that is, the relationship between products and consumers, and advertising is a bridge to maintain this relationship. After the formation of advertising creativity, creativity did not end. After advertising creativity is clear, we need to express advertising creativity in the language of consumers, and excellent expression is also the performance of creativity. The expression here includes two aspects, visual expression and written expression. These two aspects are interdependent. The impact brought by good visual effects is the first reason to attract consumers' attention, and proper text description will make consumers understand the value of products more deeply.
1, visual creativity
For a visual artist, if a theme is set, then everyone may express it differently, even from a completely different angle. Even the same person, facing the same theme, can create different forms of works in different periods. The same is true of the visual expression of advertisements. There are always many ways to express the same advertising idea. The difference is that advertising must pay more attention to science. For example, in the form of expression, cartoons, prints and even traditional ink paintings can be used, and in the style of expression, they can be freehand brushwork or realistic. In the expression of color, the contrast of different color blocks may cause different visual effects. The key of visual creativity lies in grasping the age, psychology and thinking characteristics of target consumers, accurately expressing advertising creativity with novel techniques and images with strong impact, attracting consumers' attention, and at the same time, it must be well combined with the theme of copywriting.
2, copywriting creativity
Similarly, for the narrative of words, the same theme will have different expressions. Even a title can have many different ways, such as asking questions, sighing and making excuses, and the text also has different performance styles, such as explanations, stories and poems. The key of copywriting creativity lies in accurately reflecting advertising creativity, grasping the language that consumers like to hear, having attractive effect, and at the same time playing the role of finishing touch with visual expression.
Seven, media creativity
After the design and production of advertisements, creativity has not stopped, because the advertising effect is also a very important aspect. With the rapid development of advertising today, we live in the world of advertising almost every day. In order to stand out from the crowd, in addition to excellent advertising creativity, media creativity will have a more direct role.
Advertising media should first study the level and customization of products, such as the consumption level and industry characteristics of products. At the same time, it is necessary to deeply study the media contact habits, contact levels and contact time of target customers, so as to put them in the right media and spend media expenses on the cutting edge. The article you are reading now comes from (presented and echoed by http://www.keeloo.org)
In addition, the form of delivery also needs innovation. The number of media nowadays is overwhelming. When consumers face a certain media, only those special advertising forms will not be overwhelmed. For example, Tiandi edition, pull-up pages and even front-page advertisements have played a very good role in the paper media. For online media, we must try our best to grasp its interactive and multimedia characteristics in order to maximize the product characteristics.
To sum up, under the infiltration of core creativity, every stage of advertising still needs creative sparks, and the creativity derived by advertisers at these stages is not only the continuation and development of strategic creativity, but also the perfection and promotion of strategic creativity.
Creativity is a painful thing, because it hurts too many brain cells, burns too many cigarettes and melts too much bitter coffee. When generate suddenly comes up with a novel idea in the creative process, and it is proved to be feasible through practice, we will get great satisfaction and intoxication from customers' nodding approval and laughing. Advertisers need to have unlimited enthusiasm and passion, and they need to be able to withstand loneliness, because it is the creativity obtained after repeated denials and denials that is most worthy of joy and even ecstasy. This may be the greatest happiness for advertisers.
Therefore, the seven stages of advertising are gradual, with a sense of stage and hierarchy. So the process of pan-creativity also includes these seven processes. In today's prevailing theory, the author dares to call it the seven-stage theory of advertising creativity. And because creativity at any stage is a process of intoxication, I prefer to call it "seven drunkenness of advertising creativity" to borrow a phrase from my favorite real estate advertisement.