Creative strategy in advertising

©Copyright to Mastermind . Topic: Creativity in advertisement Presented by Farid Lakhani

Consulting | Training | Staff Training | Placement Services


Today’s ObjectiveHelping our team and clients to

create creative ads…


Basic Principle:

It comes down to this: you need to gain insights about your brand,

your consumers, and how the two interact.

Example in this book are vary to budget


Success of a ad campaigndepends not on how much you spend on it but on how much you know about the

brand and consumer and how well you can communicate

that knowledge.


Key take away…

Creativity defined

Media: new inspiration

Inspiration from Customers

Humor in Ad…


Creativity

Creative ads make a

relevant connection between a brand & its target audience and present a selling idea in

an unexpected way…


Case Study

Real Estate Company (Washington DC. )


Condominium unit

• Price: 189k$ to 1M$

• All facilities (Appliances, washer, dryers etc.)

• Size of unit where not much bigger…

• Sales decline Price was the HOOK


So how does Nasuti & Hinkle made it?

Target Audience

Primary Target Secondary Target

1st Time Buyer extended-stay visitors

young people earning $40,000


Focus on the evils of renting & roommates

(Register Dozens of URLs)

a


Media

Local newspaper, gays newspaper & their website & 12k beer bottle


Each hit the NEED of 1st time buyers


“Condominium pricing in DC these days seems like some sort of conspiracy designed to keep

anybody normal and under 35 out of home ownership.

But wait. It is actually possible to buy a place of your own and forget about living at home,

renting or roommates. We’re talking condos that start at $189,000 for studio units.”


Creativity Defined

• Hidden message “We understand your problems and we can help you.”

• Selling idea: Rational or emotional or both.

• Unexpected & relevant.


Inspiration from Customer

Risky

Mastermind Card General Motors


Humor in ad…

Eg. Stren…

1. Difference humor & joke (humor more funnier more you listen)

2. Relate to human experience

3. Humor should be central part of product

4. Understand audience sense of humor

5. Have fun with your product but don’t make fun of it

6. Don’t assume your customer are stupid


ADDY….

Opportunity to grow your career in ads…

1000$ Prize.


Let’s back to MMTCS

How can we hit our customer rationally & emotionally via ads… in future


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Creative strategy in advertising

Business

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