Creative Concept in Advertisements

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 The creative concept in an advertisement makes your advertisement unique compared to
other advertisements. The original idea was to reach and connect the targeted audience with the
advert's message. It connects various elements of the advertisement to create a memorable and
effective message that will sink into the targeted audience’s memory for a longer time and
further provoke the audience into positive action towards the goods that are being advertised.
The advertisement further faces challenges that one has to think critically and creatively to
overcome these challenges. In the process of advertisement, certain guidelines help achieve the
uttermost outcome of a project.

Idea and Concept

An idea is a rough thought which may not be spontaneous. On the other hand, the concept
has a series of planned and aimed at getting specific results. The creative concept aims at big
overreaching ideas that can capture the audience's attention and provoke them to take action.
Successful creative concepts are often relevant, distinctive, memorable and unifying. (D. Kim,
2019) Creative design concepts are based on a communication strategy that focuses on the
intended message to reach the targeted audience. A deep understanding of the situation, the
audience, the channels used, and the project's objectives are considered. The creativity of the
advert is directly linked to the information provided above, which is weighed to provide the
correct advertisement that resonates best with the audience.

Creative design concepts are also related to visualization. Visual concepts acquire
information from the verbal concept and present it conspicuously. Visualization is the most
important activity in advertising products, resulting in a completely developed layout.(N. Babak,
2018) A relevant color scheme or a direct image is used to complete the ideal idea of a specific
advertisement. In the case of a print advertisement, the process of visualization is the ultimate
layout of the outcome. At the beginning of the project, a visualizer will focus on the elements,
like logos, headings among others, that are to be included in the process of advertisement.

In recent businesses, social behavior and communication change, this calls for creativity,
uniqueness, and strategy to compete and outperform other businesses with commercial
advertising and capture the audience's attention. Developing a creative concept is vital since it
tests and gives results on which commodity is most appealing to the eye. Some businesses still
use the old ways of business. For example, sometimes back business owners depended on certain
salespeople to help customers find whatever they wanted. Using his general knowledge and view
of the customer, he can locate the perfect product and recommend additional items. Today’s
technology has made it possible to create highly customized offers that have directed consumers
to the right web. In consideration of Microsoft, it is very successful with e-mail offers for its
search engine, Bing. When these e-mails are opened, the advanced analytical software offers
based on real-time information about this particular person. All the data about this individual,
including age, gender, location and even online activities, are known, leading to the relevant
offers.

Creative concept development in advertising

Creativity has a high value as far as advertisements are concerned in a traditional and
modern setup. Most advertisement companies and businesses have specific creative departments;
this shows the value of creativity in an advertisement.(R. Baker, 2019) The traditional
advertisement model has not been able to meet the needs of the public and media. Development
of the traditional one-way communication to today's all-around interactive communication has
been geared by the concept of interaction, creativity and design performance. Interactive
advertisements result from creativity and have made advertisements more interesting and
smarter. Several concepts are used in advertisements. They are majorly geared at attracting the
intended audience. These concepts involve;

Emotional related subjects

Measuring the effectiveness of an advertisement is very challenging to most

advertisement professionals. Emotional effectiveness is vital in an advertisement since an
advertisement's effectiveness is measured in terms of an individual’s unconscious emotional
response. To successfully achieve this task, the pillars of neuroscience that include cognitive-
emotional neuroscience, biometrics, and neuroimaging technologies together will allow for
obtaining authentic data about emotions after studying and observing what happens inside the
customer's brain in real-time.(H. Elbardai, 2021) These tools and methods can operate accurately
without any biasness. Many companies are currently looking forward to new ideas to improve
their advertisement strategies. These new tools can operate using virtual reality (VR) in a real-
time environment.

Repeating of an advertisement

The main aim of severally repeating an advertisement is to keep a brand or a product at

the forefront of a consumer’s mind. It ensures that brand familiarity is built within a consumer's
mind. Repetition of advertisement is not that advantageous since the customers can sometimes
become so tired of seeing a particular advertisement leading to fatigue. (L. Narendra, 2018) this
will further make the consumers avoid those particular products. Therefore for repetition to be
productive, one should use it at the right proportionality.

Celebrity presents products

Celebrities tend to endorse some products for the popularity of these particular products.
There is a lot of marketing power in celebrity endorsement. For instance, when a particular
sports celebrity uses a particular commodity in sports, their fans tend to buy the products with
that particular brand.(M. Waqas, 2020) It’s very common when different companies pay
celebrities to influence people in buying their products. For example, Usain Bolt pockets ten
million dollars for supporting puma.

Expert knowledge

Testimonies from loyal users of certain products sometimes trigger other buyers to react.
Testimonies give credibility to a particular product, giving other customers confidence in that
product. This helps customers to relate well to the product.CA. Lewandowska, 2019) Experts
such as doctors can provide a persuasive testimony for products in their field due to credentials
and expertise in that particular field.

Artificial lack

Demand is usually seen as artificial when it increases consumer utility very inefficiently.
(W. Rodgers, 2022)A good example is when a doctor prescribes an unnecessary surgery that one
could still do well without.
 Conjunctions with desirable situations

Attractive models like pictures tend to make products so desirable. The organization
should evaluate the attractiveness of each profile after identifying the targeted segment.

Shocking

This is a classical method where advertisers use provocative, taboo images and subjects
to grab the audience's attention. This method inflicts strong feelings about a given commodity.
(E. Purwanto, 2018)This will make the customers remember the advertisement, and they can
even share it leading to widespread information about the product. An example is the Italian
clothing 'Benetton' pioneered a style in 1980 that is now iconic even though many were outraged
at the imagery they used.

Other general concepting approaches include;

Physically showing the products for the customers to see. This will enable their judgment
on the product.

Telling the customers the consequences when they don’t use that product

Giving the customers other alternative goods

Creating a concept process

The processes include:

Brainstorming process

Every advertisement campaign must start with the idea that is to be discussed. The main
idea is introduced at this stage, and no critics are allowed yet.(N. Bornardel, 2020) The ideas
should be as many as possible to bring about relevant options, and the ideas can further combine
to increase the chances of success.
 Concept testing

The use of surveys is also a process of concept testing. This process is very important
since it can predict the failure of a product before it is finished. This gives room for
improvements before the failures begin.

Analytical study

The analytical study includes several chosen advertising design samples applying
the strong creative concept to demonstrate the creative advertising concept and its
impact on the design and targeted audience.
It also suggests a group of advertisement ideas of the higher institution of applied
arts and its dependents built upon the use of the creative concept.

Figure (1)

The corona beer company runs an image advertising campaign to get consumers to
associate their products with fun outdoor activities.

Marketing creativity greatly benefits from creativity in many ways. All ups and downs
faced when coming up with an advertisement strategy are solemnly faced by creativity and
coming up with unique ideas hence combating the challenging situations. Professional
advertisers must consider that the goal is to assist in selling the product or service. Good
advertising must communicate in a manner that helps the client achieve his goal.
Reference;

Kim, D. H., Sung, Y. H., & Um, N. H. (2019). Actual Dove versus ideal L’Oréal: Impact of self-
related brand image on advertising persuasiveness. Journal of Marketing
Communications, 25(5), 535-552.

Elbardai, H., Lakhrif, K., & Yildiz, H. (2021). Rational and Emotional Advertising: A
bibliometric Analysis (1990 2020). International Journal of Marketing Studies, 13(4), 16-30.

Narendra, L. M. (2018). The Effect Of Repeated Television Advertisement Message Of Mastin

Towards Its Consumer Buying Decision Through Brand Image (Doctoral dissertation,
Universitas Brawijaya).

Waqas, M., Qalati, S. A., Hafeez, S., Rana, L. T., & Farhan, S. M. (2020). Effects of Celebrity
Endorsement, Promotional activities, Packaging of products, and Brand image, on Green
Consumer buying behavior. Paradigms, 14(1), 66-73.

Lewandowska, A., Jankowski, J., Sałabun, W., & Wątróbski, J. (2019, April). Multicriteria
Selection of Online Advertising Content for the Habituation Effect Reduction. In Asian
Conference on Intelligent Information and Database Systems (pp. 499-509). Springer, Cham.

Rodgers, W., & Nguyen, T. (2022). Advertising benefits from ethical artificial intelligence
algorithmic purchase decision pathways. Journal of Business Ethics, 1-19.

Purwanto, E., Utama, C., & Wijaya, B. (2018). The effects of shock advertising on purchase
intentions and behavior of cigarettes in collectivistic culture. J. Advanced Res. L. & Econ., 9,
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Bonnardel, N., & Didier, J. (2020). Brainstorming variants to favor creative design. Applied
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Barker, R. (2019). Creatives talk technology: exploring the role and influence of digital media in
the creative process of advertising art directors and copywriters. Media Practice and
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Babak, N. G., & Kryukov, A. F. (2018, October). Mobile application for visualization of the
advertising booklet using augmented reality. In 2018 IV International Conference on Information
Technologies in Engineering Education (Inforino) (pp. 1-4). IEEE.