One of the most important components of an integrated marketing communications program is the marketing communication message. It will be obvious that there are a myriad of ways to convey a marketing communication message. However, underlying all of these messages is a creative strategy that involves determining what the marketing communication message will say or communicate and creative tactics dealing with how the message strategy will be implemented or executed.
Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. It is important for ads to be appropriate and effective. A creative idea must be relevant to the target market. A lot of advertisement agencies understand how important is to develop creative and different ad campaign that communicates relevant information.
The Creative Challenge
The job of the creative team is challenging because each marketing challenge is different and every advertisement campaign may require disparate creative approaches. Numerous guidelines have been suggested for creating effective advertising, yet there is not one great way of doing it. As copywriter Hank Sneiden notes in his book Advertising Pure and Simple: ‘Rules lead to dull stereotyped advertising, and they stifle creativity, inspiration, initiative, and progress. The only hard and fast rule that I know of in advertising is that there are no rules. No formulas. No right way. Given the same problem, a dozen creative talents would solve it a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then there’d be no need for creative people. We would simply program robots to create our ads and commercials and they’d sell loads of product—to other robots’
The importance of creativity in marketing communication
The creative side of marketing communication is one of its most interesting aspects. The creative strategy used to communicate a marketing communication message is an integral part of the promotional process and is often critical to the success or failure of the campaign. Numerous examples or cases can be cited of how a good creative strategy was an important factor in determining the success of a product (goods and services) or reversing the fortunes of a struggling brand. Of course there are also many situations where companies struggle to find a creative formula that works effectively. Attention must also be given to the issue of creative versus effective marketing communication as many ads may be critically acclaimed from a creative perspective but fail to help the sales of the brand.