Professionals’ View on Nowadays Creativity in Online Advertising

Commercial Communication in the Digital Age Information or Disinformation?, 2010

In this paper I seek to inquire upon audience's perceptions of creativity in online advertising – a heretofore poorly understood area. This paper initially outlines current academic understanding of creativity in online advertising, mainly derived from quantitative assessments. It then advances a qualitative methodology including diary-interviews and ethnographic online interviews across 41 participants. My starting point is a critique of the most comprehensive conceptual intervention in the area of advertising creativity - Smith and Yang’s (2004) typology of “relevance” and “divergence”. I assess to what extent this typology emerges from my participants’ data. Two key features of relevance - contextual relevance and intrusiveness - are explored in depth, producing deeper insights into their nature as perceived by participants. Key Words: Online, Advertising, Creativity, Qualitative, Typology, Diary, and Relevance

Undoubtedly the ultimate goal of an advertisement is to increase sales of the brand. This mission of the advertisement also brings with a strict accountability in today"s world. While advertising agencies are trying to accomplish the advertisers" expectations, they are inclined to avoid from risks and they give less importance to the creativity of the advertisements. On the other hand creativity of an advertisement has positive effects on the consumers. In this respect it is important to understand the definitions and evaluations of Turkish consumers on creative advertising. A group of university students defined advertising creativity and evaluated award-winning advertisements. Findings showed that the scores given to the award-winning advertisements by consumers and advertising professionals are similar in print category but it is contradictory in the television category. On the other hand the definitions on the creative advertising according to the consumers and advertising professionals are widely different.

The study aims to list the new advertising tools that are available in the XXI century for positioning brands to the Generation Y. To this end, this study proposes to examine the influence of the advent of the Internet and the New Technologies of Information and Communication in the habits of these young people. They have been influenced by an information revolution and have a new outlook and behavior, therefore, they demand a new sales approach. The methodological procedures used to raise the advertising landscape in the scenarios discussed were exploratory qualitative research and qualitative descriptive research through multiple case study. The last type of research covered cases of contemporary advertising through the Internet to explore the way Generation Y uses it, finding, thus, the main advertising tools that best relate to this public. As a result it is notable that through the knowledge of consumer values – that in the case of Generation Y are: transparency, freedom of expression, appreciation of what is authentic, repulse to what is false, optimism, tolerance, search for quality of life; among others - the advertiser can penetrate deeper into the mind of young consumers and develop a more consistent communication which is related to the current zeitgeist (spirit of the time). The Yers influenced and still influence the Internet, since they consume and create content for all the three spheres of the Web 2.0 landscape. Variables as psyche, technology and historical context of the consumer, must be taken more into account when the audience is a specific generation, since they form the triad that ensures a more effective advertising effort. If the goal is always to sell, then the focus should always be on the buyer - the media, the budget, the client's goals and even the brilliant creative title should always be defined based on the study of the consumer's mind.

Creative Strategy / Strategy of Creativity: Trends in Creative Marketing Communication: Conference Proceedings From the International Scienti c Conference April 25, 2019 University of Creative Communication Prague, ed. Pavlů Majerik, 2019

The paper is dedicated to creativity as a subject of scientific research and the possibilities of its investigation. It outlines the outcomes in science and its demarcations as a paradigm in examining creativity. It also presents some specific research, the results of which can promote more effective team work in advertising agencies as well as the preparation and implementation of marketing communication. Study no. 1 was devoted to creative products, it identified their perception through ads in the target groups, the recipients are more positive toward creative advertising (ambient and viral). Study no. 2 was dedicated to creative environment, and in the sample of 82 participants it identified significant differences in creativity of ambient ads created in different environments the team operated in. The work in a classical face to face environment proved to be the most effective, electronic environment is the least effective (CMC). Study no. 3 identified significant positive development effects of the creative abilities in creative people (N = 70) through a program in the area of originality (verbal and figurative) and figurative flexibility and fluency. Study no. 4 provides some specific aspects of the creative process in advertising and communication agencies as well as the proposals for its optimization.

Empirical Studies of the Arts, 2008

An interpretive analysis of qualitative interviews with 33 creators of advertising banners for the Internet, combined with retrospective protocols on the creation process, reveals that they hold implicit theories about the potential impact of their work on different audiences. These audiences intervene in the form of intraindividual imaginary dialogue partners who, throughout the creative process, give their reactions to the message being created. Creation and evaluation are therefore intertwined and not, as the literature on creativity has suggested, two sequential steps of the creative process.

HAL (Le Centre pour la Communication Scientifique Directe), 2006

An interpretive analysis of qualitative interviews with 33 creators of advertising banners for the Internet, combined with retrospective protocols on the creation process, reveals that they hold implicit theories about the potential impact of their work on different audiences. These audiences intervene in the form of intraindividual imaginary dialogue partners who, throughout the creative process, give their reactions to the message being created. Creation and evaluation are therefore intertwined and not, as the literature on creativity has suggested, two sequential steps of the creative process.

Media Practice and Education, 2018

The everyday work practices of advertising art directors and copywriters are being transformed by digital media technologies. While there has been a long-term scholarly interest in the nature of the creative process in this professional context, it has yet to be combined with an examination of digital practices. To investigate this relationship, this article draws upon a qualitative study that explores practitioner perceptions of their creative process and the role of digital media technologies in the development of creative concepts for new advertisements. Analysis of interviews with Australian art directors and copywriters reveals digital media are widely used within the creative process as research tools and sources of inspiration, yet many participants are wary of the influence of these technologies on their work. Interpretation of these perceptions using the system model of creativity and literature on algorithmic gatekeeping provides insight into how digital media, particularly those with search functions, both enable and constrain advertising creativity. The article argues that while digital media provide convenient access to information about the field and domain in which practitioners operate, the personalisation algorithms applied by search-based platforms are simultaneously capable of limiting access to qualitatively diverse sources of knowledge and inspiration.

This study investigates the way intelligent advertising, namely advertising through augmented reality, is perceived by young adults. Based on a population of young adults studying advertising and computer science, the research's main hypothesis is that although the advanced technology is accepted as a natural flow, there is still a relatively high skepticism regarding the use of augmented reality techniques in advertising. The results should have implication for both the academic and the business environment. Academically, the paper might open a new research perspective regarding the impact of new technologies in communication science. In the business context, the data might influence the way technology is perceived by the advertising practitioners and the way companies adopt new technologies for marketing purpose.

IAEME PUBLICATION, 2020

Creativity in advertising is extremely important in deciding success. In simplest form, creativity is the measure of fresh, unique presentation that makes an advertisement appealing and attention grabbing. This is only partially true. Creativity is much more than this, it includes everything that can make an advertisement likeable and creates lasting impressions. This research paper explores and explains the different dimensions of creativity and also studies the impact on demographic variables on selected dimensions of creativity. Advertisement synthesis, elaboration of the content, connectivity with the audience, hedonism and abstractness are identified as important factors in determining the creativity in advertising