Understanding Creativity: An Empirical Study With Newspaper Advertising

CHAPTER 1: INTRODUCTION
1.1 Introduction:
Advertising is the process which leads to drawing attention towards ‘something’ i.e.
the advertising message, which serves as the sole purpose of advertising and the objective of
the advertising. Creative Advertising starts with proper creative planning. This includes the
conceptualizing of basic ideas about the product or services to their final implementation. The
ideas are visualized considering basic human motives and are then implemented accordingly.
Advertising can simply be termed as the efficient way of selling ideas. The most
important part of selling ideas is the creative thinking. Creative thinking is the sound ground
where one can reap a rich harvest of ideas. The creative part of advertising is what comes
before the potential customers and it is here that the fate of the campaign and consequently of
the product being sold could be decided.
The terms "creativity" and "innovation" is often confused .People always tend to use
the terms innovation and creativity interchangeably. There are those who think developing
innovative things requires that one be creative - or that in the absence of "innovative
thinking" there can be no creativity. But there are certain linkages and the distinction
between both that needs to be understood. It is easy to see how both points of view might
seem to make sense.
Advertising creativity is ability to create fresh, unique appropriate and effective ideas
that can be used to solve marketing communication problems. Advertising creativity is
disciplined and focused. Well designed ads or commercials evoke emotional responses and
can create positive feeling about the advertised product or services. The wok of creative
people is challenging. They must take into consideration the inputs from research findings,
creative brief, strategy statements, communication, objectives etc. to create an ad message to
effectively communicate the main theme of ad campaign.
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1.2 Background:
Advertising is a process, not a medium in its own right, although it uses different
media forms to communicate. Advertising, in its simplest form, is the way in which the
vendor or manufacturer of a product communicates with consumers via a medium, or many
different media. Creative Advertising starts with proper creative planning. This includes the
The creative part of advertising is what comes before the potential customers and it is
here that the fate of the campaign and consequently of the product being sold could be
decided.
Organizational theorists consider creativity the cornerstone of competitive advantage
(Amabile 1988, 1996; Devanna and Tichy 1990; Shalley 1995), defining it as the production
of novel and useful products that enhance a firm's ability to respond to environmental
opportunities (Amabile 1983; Staw 1990; Van de Ven 1986; Woodman, Sawyer, and Griffin
1993). Prior research has examined personal characteristics such as general creative ability,
domain-relevant skills, and intrinsic motivation, as well as organizational factors, such as job
complexity and supervision style (Amabile 1988; Amabile et al. 1996; West and Farr 1989),
that facilitate creative performance. Recently, researchers have also investigated the joint
contribution of personal and organizational factors and have found that high levels of both
factors encourage the highest degrees of creative performance (Oldham and Cummings
1996).
Many factors have to be considered when making an advertising plan. Like the type
of message to be delivered, the audience to be targeted, how they should be targeted, budget,
etc. all of which depends on the nature of the advertisement. Regarding the type of message
to be delivered, creativity in newspaper advertising tries thinking from the point of the
customer like What will impress him and catch his fancy, Noting down points what the
customer expects from the company and what advantage will he have when dealing with the
company. Efforts are made to retain viewer or listener’s or reader’s interest in the
advertisement until the end. This procedure is known as message selection.
Advertisements are either traffic builder or relationship builders or reputation builder.

Suppose the budget involved is less, the target should be relationship builder. Because once
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the customers are established, they will start trusting the company and won’t switch to other
companies. According to a research it takes ten percent less resources to retain existing
customers than attracting new customer. If the focus is on brand recognition, the
advertisement should be traffic building.
If close analysis is done from surrounding ourselves, we will find our world filled with
advertising - on huge billboards in the streets, on the pages of magazines, between the tracks
played on the radio, on the walls of the subway, on the pages of internet sites, at the bottom
of emails, on the backs of cinema tickets, on the shirts of cricket players. It seems that any
surface that will hold still long enough to be read is considered a potential advertising
medium. The fact that there is so much advertising out there means that it is part of our daily
cultural experience - it's almost impossible to avoid it. Therefore the study of advertising is
not just about WHAT manufacturers say to consumers, but it about HOW it is said.
Advertisements can have an influence far beyond a simple message about a product.
Advertisements can introduce characters to the public imagination, make icons out of actors,
have everyone repeating a catchphrase, get audiences arguing over plot points or waiting for
the next installment, and generate news stories. Advertisements often take on a cultural life of
their own, and occupy space in the media beyond that which has been paid for. This, of
course, is great for the advertisers!
1.3 Objective of studies:
• To understand three P’s (person, place and process) in creativity and their role in creativity
through various promotional campaign.
• To understand the perceptions and views of the clients needed for promotion of their
products/services through advertising and other promotional activities.
• To understand the role and importance of various newspapers in creativity for newspaper
advertisements.
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1.4 Rationale Behind the Study:
In this competitive world each and every organization needs to be best in their
competitive area. Everyone utilize their all available resources which they are having. The
creativity factor is considered important in any advertising agency.
It is not enough to simply state a firm’s goal as maximizing the present value of total
profit since this does not differentiate it from other firms and says nothing about how this
objective is to be achieved. Instead, a business and marketing plan should suggest how the
firm can best put its unique resources to use to maximize stockholder value. The company
needs to give value to their products and services. This is done through use of advertising
agency.
Hence this study is done to know how creativity helps the organizations to solve their
problems and create a need of their product and services in the mind of the customers. This is
done by knowing the type of industry client is working on and what is their present condition
and competitive environment in the market. Through interviews different kind of attributes
for an advertisement can be studied and various factors which will influence the creativity
will be projected.
This study also focuses on factors which are affecting the attractiveness of the
newspaper advertisements. This focuses on the type of advertisement to be given, the type of
newspaper to be selected and how the placement of the advertisements in the newspaper at
various locations and supplements would influence the behavior of the customers. The study
also helps what are the choices and the preferences of various clients.
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1.5 Scope of the Study:
“The task of advertising is to establish ‘added value’ by highlighting those perceived

benefits which make the product more desirable to its chosen target audience than
competitive products”. When considering search, it is fair to say that it does provide benefits
(or added value) to consumers by providing information; it would be hard to argue that there
is no perceived added value for the brand who appears top of the search list time and time
again. However, each brand also has a clearly distinguishable and unique personality
(Wilmhurst and Mackay, 1999) and this is something that cannot be offered through
information alone.
The study can help to know various factors that affect newspaper advertising. It also
tells about various creativity aspects that should be considered while preparing an
advertisement in the newspaper. Selection of newspaper is equally important. Selection of
newspapers may not be associated with creativity directly, but the readers are certainly
influenced by the nature of newspaper and the design of the ads. The creativity concept
described in this study also helps, and can be used in further research. The research done in
this study only relates to clients perspective of the customers and hence no study is done with
respect to customer’s viewpoint. A related study can be done for studying perception gap
between clients and their customers in newspaper advertising.
Despite the significant advances in advertising creativity research, little is known

regarding the impact of agency creativity on campaign outcomes under different market
conditions. The conventional wisdom is that creative ads result in better advertising effects
(e.g., in brand recalls), but how the creativity of advertising agencies affects sales outcomes
of specific campaigns has rarely been examined.
Different market forces may jointly affect the creativity and outcome relationship.
Two market factors of particular interest to advertisers and researchers are market dynamism
and competitive intensity, which have received heightened attention in recent research of firm
performance because of accelerated technology development and globalization of markets
(Cui, Griffith, and Cavusgil 2005). For advertising agencies, market dynamism and
competitive intensity constitute both market opportunities and challenges, and they are likely
to moderate the impact of advertising creativity. The study can also help in understanding
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various market factors which can affect creativity of the advertising. These can be market
dynamics, competency, technology etc.
The purpose of this study is to understand role of creativity in newspaper advertising. Thus,
more studies can help in examining the impact of agency creativity on total campaign
executed and not just one advertisements, outcomes at different levels of market dynamism
and competitive intensity. Specifically, it can help in examining both the linear and nonlinear
relationships between agency creativity and campaign outcomes by accounting for the
possibility that excessive creativity may turn out to be counterproductive. In addition, we
expand the scope of advertising creativity research by investigating the impact of agency
creativity in the market context where advertising campaigns are developed and executed.
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CHAPTER 2: PROFILE OF COMPANY
2.1 Introduction:
Sara Media is a brand building expert, uniquely backed up by the seven years of
market experience, and a dedicated team which is servicing various clients in India and
around the world.
Incorporated in the year 2002, SARA Media has gone from strength to strength,
morphing from media planning & event management solution provider to various industrial
sectors such as educational, real estate, information and technology and entertainment
industry. Sara Media offers expertise in both interactive and traditional media to create a
seamless brand experience in the online and offline world. Sara Media also delivers software
products, web based applications, client/ server applications, celebrity management product.
Sara Media unifies marketing, advertising and designing competencies to build unique and
highly effective approach to market development with brand building. It is also expertise in
print, radio, television, outdoor and online marketing advertising strategies.
2.2 Solutions Offered by Sara Media Solutions Pvt. Ltd.:
2.2.1 Custom Application Development: according to need of the clients, applications are
developed which helps in simplifying tasks of clients. This may be related to existing
software that needs a modification or completely new application.
2.2.2 Web Applications Development: Web Application Development is process of
developing web applications. In Sara Media, technologies used for development of
web applications are ASP, ASP. NET, JAVA. Along with these applications,
Microsoft Visual Studio is used to develop codes for these applications.
2.2.3 Software Development: these are set of programmes that are made according to
specifications of client and combination makes a software product. This includes
include research, new development, modification, reuse, re-engineering, maintenance,
or any other activities that result in software products
2.2.4 Design Solutions: A design process generates a conceptual solution for a problem
stated in the form of requirements. In Sara Media, Design solutions refers to Web
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Design solutions only and includes development of websites, timely modification in
web pages of a websites, web portals and vertical development.
2.2.5 Print: A print solution provided by the company includes artwork designs, banners/
Hoardings, ad-Campaign Solutions and other printing solutions. Any of the above or
combination of any print solutions are used according to the requirement of the
clients.
2.2.6 Event Management: Event Management is application of management practices which

helps in creation and development of various events and functions. This includes
celebrity management, events for brand building, concept building for a company or a
product, set-up consultancy, marketing solutions for a newly established company and
vendor supplies.
2.2.7 Media Planning & Press Releases Solutions: A news release, media release, press
release or press statement is a written or recorded communication directed at members
of the news media for the purpose of announcing something claimed as
having news value. This includes media consultancy, concept building and press
releases done for various clients.
2.2.8 Management Consultancy: Management consulting refers to both the industry of, and
the practice of, helping organizations improve their performance, primarily through the
analysis of existing business problems and development of plans for improvement. This
includes concept development, strategy development, recruitments solutions, process
building and marketing solutions.
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2.3 Customer Profile:
2.3.1 Property: Property builders and real estate developers are one which deals directly
with consumers. Hence they needed to design the pamphlets, cards, designs of
locations and flats such that they are able to assess and prove that their flats are made
for these customers. Sara Media helps these clients in developing their layouts in
attractive manners, assisted interior décor and worked with them so that they can
synchronize the idea of these developer into creativity of the plans and projects made
by Sara Media. Some of the clients in real estates are:
• Ankit Group
• Ashwamegh Property
• Kashish Park Thane
• D. K. Group
• Summer Castle Lonavala
• Prestige Group Thane
2.3.2 Education: Various domestic and international projects were handled which aimed at
developing one or many solutions for these educational institutes. Sara Media helped
in creating logo, broachers, websites, advertising and promotional plan etc. Some of
the recent institutes are listed below:
• Arya Cambridge International School, Thane
• Billabong International School, Thane
• Brighton Business School, London
• Nayak Tutorial
• West London College, UK
• Newcastle College, UK
• American Intercontinental College, USA
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2.3.3 Entertainment: Some of the clients that are in entertainment industries required
maintaining connections to their organizers and fans. For this, they required web sites
which needed to be updated on monthly or biyearly basis. Some of these clients are:
• Akshay Entertainment
• Savio Dsa
• Aasma Band
• Neeti Mohan
• The 8th Note Band
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CHAPTER 3: ADVERTISING
3.1 Introduction:
3.1.1 Advertising- Meaning and Process:
Advertising is a process, not a medium in its own right, although it uses different
media forms to communicate. Advertising, in its simplest form, is the way in which the
vendor or manufacturer of a product communicates with consumers via a medium, or many
different media.
Advertising is the process which leads to drawing attention towards ‘something’ i.e.
the advertising message, which serves as the sole purpose of advertising and the objective of
the advertising. Creative Advertising starts with proper creative planning. This includes the
Depending upon the nature of the task involved, type of product represented or the
focus of activity transacted, advertising efforts are grouped into various types. The major
types of advertising are: industrial and consumer, product and institutional, primary demand
and brand demand, direct (sales) demand and indirect (awareness, intentions and attitudes)
action advertising, and manufacturer, co-operative and retail advertising.
Advertising plays an important role in those situations where a company needs to

improve the sale of the product, where the buyer’s awareness is minimal and hence requires
increasing the awareness amongst the potential buyers. Advertising also plays an important
role in those situations where the product has features which are normally not observable by
the buyer. If the product is launched with new features, improved technology, and with some
changes in handling, then to make buyers aware of these changes, advertising plays an
important role. Advertising makes the entry of the new brands possible in the market because
it can communicate product attributes to the consumers. Consumers can, through advertising,
compare competitive offerings easily and thus choose the best brand among the competitors.
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3.2 Creativity in Advertising:
Advertising can simply be termed as the efficient way of selling ideas. The most
important part of selling ideas is the creative thinking. Creative thinking is the sound ground
where one can reap a rich harvest of ideas.
The creative part of advertising is what comes before the potential customers and it is
here that the fate of the campaign and consequently of the product being sold could be
decided.
1993). Prior research has examined personal characteristics such as general creative ability,
1996).
Nonetheless, creative processes in organizations are not fully understood, leaving

some key unanswered questions such as "Are there processes that are capable of producing
creative designs, and are these processes different from those that may be used to produce
designs that are not considered creative?" (Gero and Maher, 1993, p.3). Such questions are
especially pertinent to advertising organizations, for conclusion that domains at the
organizational level do not generally encourage creativity; the advertising domain is singled
out as an exception because of its inherently creative purpose.
Many factors have to be considered when making an advertising plan. Like the type
of message to be delivered, the audience to be targeted, how they should be targeted, budget,
etc. all of which depends on the nature of the advertisement. Regarding the type of message
to be delivered, creativity in newspaper advertising tries thinking from the point of the
customer like What will impress him and catch his fancy, Noting down points what the
customer expects from the company and what advantage will he have when dealing with the
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company. Efforts are made to retain viewer or listener’s or reader’s interest in the
advertisement until the end. This procedure is known as message selection.
After creating the outline of the picture, lines that will actually attract the customer
are picked. The message shouldn’t be long enough to bore the customer. Some advertisers are
under the illusion that more the matter written, the better the message delivered. Usually they
fear that they don’t miss out any information. This does nothing but decreases the
effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn’t be just “We Sell Clothes”,
which is too precise. The liking of the people should be studied and the headline should be
designed such that the customer feels that his needs are met. It should also take into
consideration seasonal changes like if the season at that time is summer and there are lots of
beaches around that area, the heading of the ad should be something like “Summer Clothes
for Sale” or “Get the heat off – Buy Swimwear”. The body of the advertisement should talk
of the necessities to switch to summer clothes like cotton clothing. It should discuss the
health point of view too, like cotton cannot be used as swimwear as it will cause
contamination, therefore the swimwear is made of synthetic material. Also include lines
about swimwear for overweight people.
Advertisements are either traffic builder or relationship builders or reputation builder.

Suppose the budget involved is less, the target should be relationship builder. Because once
the customers are established, they will start trusting the company and won’t switch to other
companies. According to a research it takes ten percent less resources to retain existing
customers than attracting new customer. If the focus is on brand recognition, the
advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If
quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the
customer hurries to get advantage before the offer is over. So, quick results are expected in
this case. But the disadvantage with advertisement with time limit is that the customer are
bound to forget about the product or the company within a short period and it doesn’t creates
a deep impact on the minds of the customer.
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Competing against rival company’s ad also contributes to a successful advertising
plan. The power of the message should be compared to that of the competitors’. It doesn’t
mean that the advertiser should use the same plan like his competitor, it would look like
imitation and effectiveness will be decreased. But the advertisement should be planned
smartly via a different and effective path, to out-do the competitor’s advertisement.
The description of the product is also very vital like suppose an advertisement is made
for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement
is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a
computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are
sent to the real potential customers, then this approach should be adopted for message
delivery. It should only be opted be after thorough analysis, no matter what the budget is.
Another important point is to always hire a professional advertiser or an ad writer because not
hiring one will sometimes be more expensive and results in more losses.
3.3 Advertising as Institution:
Advertising is also a media institution, which means it is an industry with its own way
of doing things, its own channels of communication, and its own key personnel who carry out
skilled tasks. It is bound by its own regulations, and penalises those who break those
regulations. It also has a number of award-giving bodies, and it rewards good work, as judged
by peers. Advertising companies are known as agencies, and they produce and distribute
advertising material on behalf of their clients, the manufacturers or service providers.
3.4. Advertising Makes the World go Round:
The messages relayed through advertising may range from the straightforward to the
subtle. But they all cost money to put "out there". A lot of money, the giants of the corporate
world (Nike, Coca-Cola, Proctor & Gamble) all pour millions of dollars into advertising on
an annual basis. They want their messages to be heard, and as a by-product of all this, they
support financially the media through which we hear or see their messages. Without
advertising there would be no television except re-runs, magazines would be thin, colourless
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and prohibitively expensive, and many internet sites would not be able to afford their server
space. When big companies cut down their advertising budget (as happened after 9/11) the
effects are keenly felt by the media which rely very heavily on revenue from selling
advertising space. The money simply stops coming in and the economic effects are drastic:
magazines fold, TV stations slash original programming, and dot.com companies crash out of
existence. This is worth remembering next time you complain about the way a movie on TV
is broken up by commercial breaks: if those commercial breaks weren't there you wouldn't
have any local news story coverage.
3.4 Advertising Classification:
An understanding of various approaches of types of advertising helps in choosing the

most appropriate type of advertising to achieve the objectives:
3.4.1. Consumer Advertising:
Most classified advertising is ‘display advertising’ and is found in newspaper and

magazines. They are characterized by headlines, illustrations, white spaces, coupons and
other visual devises besides the copy text. Most newspaper gets 70% of their revenues from
display advertising. Classifying further, display ads in newspapers are of two types:
3.4.1.1 National Advertising: In national advertising, the ads are not confined to a
geographical location, but are circulated nationally. These types of advertising are normally
undertaken by marketer of branded products, which are sold through various channels
nationally. Apparently, term ‘national advertising’ conveys mass marketing efforts. These
types of advertisements are undertaken by a manufacturer and are in contrast with that
undertaken by a retailer whose objectives are totally different.
3.4.1.2. Local Advertising: The manufacturer has little concern where and how a
product is sold. In this case, retail advertising is used. The goal of retail advertiser differs
from that of the national advertisers. Here the advertisement deals about building store
loyalty rather than building brand loyalty. To achieve these objectives, retailers often
communicate price information, service and return policies and range of merchandise
available through these ads. These ads are worked on narrow geographical areas, hence
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focuses on likes, preferences ands buying habits of people. The responses expected through
these ads are quick.
Besides the broad classification of display advertising into national and local, there
are other various forms of advertising. Some other forms of display advertisings are as given
below:
• Cooperative advertising
• End product Advertising
• Direct- response Advertising
• Classified Ads
3.4.2. Cooperative Advertisements: The manufacturer and dealers usually share the
media cost and hence the name ‘cooperative advertisment’. In order to identify the dealers
in different geographical markets, dealers put out ads in local media under their names.
The manufacturers of consumer durable goods or specialty products often show special
interest in their dealer’s advisements. The advertisements are been supported with
guidelines to develop ads for print, television or radio commercials. This ensures that the
message is in line with what the manufacturer wants to communicate.
3.4.3. End Product Advertisements: Many products such as Teflon (DuPont), Pentium
(Intel), Athelon (Advance Micro Devices) etc. are not directly consumed but are used in
manufacturing of other end-products. Hence advertisements of such products are called as
End-Product Advertisements. Successful end products advertisements help create demand
for the ingredient that help in the sale of another products. Extensive advertising is
required to communicate the advantages of such products to consumers because the
ingredients are often not obvious in the products. Hence extensive advertisements are
done nationally or internationally.
3.4.4. Direct response Advertising: this type of advertising encourages the consumer to
respond either by providing feedback to the advertiser or placing the order with the
advertiser by direct mail, catalogue, direct- response print advertising, direct response
broadcast advertisements, telephone and internet. Some of these are viewed as a part of
sales promotional techniques.
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3.4.5 Classified Ads: these are substantial source of revenue for newspapers. The ads are
arranged under subheads that describe the class of goods or the needs that the ads seek to
satisfy. Such ads provide a community market place for goods, services and opportunities
of every type- real estate, autos, matrimonial, domestic help, coaching, employment, and
business opportunities.
However, recently due to by and large competitive market, some of the ads in
classified ads have also changed their face from classified to colored newspaper and
magazines ads. Real estates, coaching, matrimonial, employments etc. are now focusing more
on other forms of advertisements in newspaper rather than just keeping themselves into black
and white classifieds.
Apart from commercial and mass advertisements, there are advertisements which aim
at re-sellers and professionals such as architects, lawyers, doctors etc. The media used is
direct mail or professional journals.
3.4.6 Trade Journal: Trade advertisements are used to promote products to re-sellers,
encouraging them to stock the product. Unless the product is available with retailers,
consumers will not have the opportunity to purchase it. In case of mass distributed products,
the manufacturer is interested in increasing the retail stores than stock of the brand. The
objective is to achieve maximum distribution. The advertisements in these situation aims at
creating brand awareness among re-sellers, which is followed up by sales people. These
advertisements are also coupled with some other incentive, which encourage them to allocate
prominent shelf position to products, or cooperate in arranging the display.
3.4.7 Industrial Advertising: Manufacturers are buyers of machinery, equipments, raw

materials and consumable in producing the finished products that are to be sold. The media
used for advertisements in such category are industrial publications, direct mail, telephone,
and internet and trade fairs. The target audiences are experts in their field and hence these
advertisements contain details and specifications of products, meant for special
manufacturing segment.
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3.4.8. Professional Advertising: Professional advertising is directed toward people who are
not the final consumers. Many professionals such as architects, engineers, medical
consultants etc. often make the final purchase decision on behalf of their clients. The media
used here are professional journals, direct mail, and in rare instances, mass media.
3.4.9. Corporate or Institutional Advertisements: Corporate advertisements can be

considered as an extension of public relation function and does not promote any specific
product or service. It aims to build the image of the company or the institution.
Organizations and brands are meant to strengthen mutual credibility which is an

essential perquisite for inculcating faith in the consumer’s mind about the product or specific
brand. Corporate image is something that consumer perceive when the name of the company
is seen or heard. Corporate communication reaches several audience such as company
employees, current customers, potential customers, non- users of company product or
services, channel members, shareholders, suppliers, financial institutions and government
agencies.
The acceptance of advertising by different media enhances the potential for raising
revenues. This may help in introducing more publications and carter to the needs of different
and special interest groups. This would lead to expansion of media. It is no sector that the
advertisements provides more than 60% of the cost of magazines, more than 70% of the cost
of newspapers and nearly 100% of the cost of TV and radio.
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CHAPTER 4: NEWSPAPER ADVERTISING
4.1 Introduction:
There are two division of newspaper advertising. National advertising is the

advertising for a particular product which is sold nationally, like Raymonds, Mercedes Benz,
IBM etc. it is also known as ‘foreign advertising’. The word foreign simply means that the
advertisement came from outside the particular town or city in which paper is published. The
second division of advertising is Local Advertising. Here advertising is brought locally and
consist of retailers, real estates, small institutes and classified advertising. (Brewster and
Palmer, 2004)
It is claimed by the average newspaper publisher, that if a manufacturer really wants

to cover the market he must use the universal medium which reaches to all classes. The
assertions apply only to average daily newspaper which is read by people in all walk of life.
Newspaper covers the field intensively going practically to every home. India has four
news agency namely, The Press Trust of India (PTI), United News of India (UNI), Samachar
Bharati and Hindustan Samachar. About 5,000 newspaper, 150 of them as major publication
are published daily in 100 languages. The periodicals specialize in various subjects but the
majority of them deal with subjects of general interest. During the 1950s, 214 daily
newspapers were published in the country. Out of these, 44 were English language dailies
while the rest were published in various regional languages. This number rose to 2,856 dailies
in 1990 with 209 English dailies. The total number of newspapers published in the country
reached 35,595 newspapers by 1993 (3,850 dailies).
As compared to previous year Newspapers sale in India increased by 11.22% in 2007.

By 2007, 62 of the world`s best selling newspaper dailies were published in countries like
China, Japan, and India. India consumed 99 million newspaper copies as of 2007, making it
the second largest market in the world for newspapers.
(www.indianetzone.com/42/newspapers_india.htm on August 11,2009)
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Newspapers in India have almost created a huge industry in the nation. It publishes
the largest number of `paid-for titles` in the world. In 1997, the total number of newspapers
and periodicals published in India was around 41705, which include 4720 dailies and 14743
weeklies. However, in the last one decade the news media in India has changed rapidly. All
the major news media outlets have an accompanying news website. A new class of
newspapers in India is entirely internet based.
4.2 Strength of Newspaper Advertising:

1. Targeting is possible through profiling readership: the newspaper readers are basically
segmented on the basis of language, socio- culture, occupation and economic
condition. For effective advertisement, newspaper advertisers target on the basis of
language for local advertisement and on the basis of occupation for local and national
advertisement.
2. Good level of market coverage: Newspapers, as covered earlier are effective medium
to reach millions of home at the same time. Its availability at almost each vendor at
each locality has made newspaper one of the effective media in India. On an average,
one newspaper is considered to be read by four persons. Thus, thousands of sold
newspapers sold are considered to reach millions of readers.
3. Local advertising possible: Local shops, institutions, sales, promotion etc. are brought
to readers notice effectively through local supplement attached to main newspaper.
Penetration is more and advertisement has local reach. This type of advertisements are
more successful for short period where the clients wants people to know about their
products, services, sales, or any other offers which may enhance their business.
4. Inexpensive medium when use selectively: Newspapers are one of the cheapest media
available with high level of reader penetration. This media is thus preferred by clients,
advertisers and readers for effective communication. When use selectively, for
example a page, supplement or an enclosure along with the newspaper, creates more
awareness about the ads in the mind of customers.
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5. Reinforcement medium can be preserved (Article/ cuttings): Not done often by
readers, but sometimes ads are preserved by readers for future use. These are cases
seen mostly in educational related ads and technical peripherals where customer
wants to know before selection. This because, the investment done by customer is
very high, therefore preservation of ads are done in order to compare with other
similar ads, their benefits over others, and advantage they would get if they opt for
that option.
4.3. Weaknesses of Newspaper as Media:
1. Static media, not suitable for product demonstration: The use of newspaper is only as
static medium of advertising and cannot be used for demonstration as done by
television or personal selling. Hence for technical products, which needs
demonstration, advertisements in newspaper may not be as effective compared to use
of other two media.
2. Potential for poor reproduction, sometimes limited to black and white print: Many
local newspapers have poor reproduction when the copy is printed in color. Hence
many advertisers confine themselves to limited color use or use black and white ad,
which is duller than color ad and hence has lower effectiveness. Only few national
newspaper such as Dainik Bhaskar, Times of India, Navbharat, Hindustan Times etc.
have good color reproduction and hence are used by globally known brands for their
advertisements. This is because of the good paper quality used; good color
reproduction and hence pay premium charges for their advertisements.
3. Quality of paper used is not very effective and reduces the attractiveness of
advertisements: On average the paper quality of newspapers, in print media are poorer
than magazines or outdoor print media. Hence the color reproduction in newspaper is
poor. The net effect results in less effectiveness as compared to magazines or OOH
print media.
21
4. Short-life span: Newspaper are freshly available each morning whereas, they get into
pile of newspaper same evening. The lifespan of newspaper is very short. On any
average day, because of busy lifestyle, a person reads newspaper only for one or two
hour. Therefore, any advertisements have a minute or two to make an impact in the
mind of readers.
5. Rubbish Informal reading people may skip ads: Many people buy newspaper for only
one or two pages that they relate to or for the supplement that may have local news in
them. The other components of newspaper, specially ads are ignored by these people.
Also, people who read newspaper just for entertainment sake also ignore ads. Even if,
ads are been seen by these people, there is less chances that the ad makes an effect on
their mind.
4.4. Aspects of Newspaper Advertising:
The role of newspapers and magazines are different in media plan of the advertiser
than television or radio. They allow the presentation of detailed messages that can be
processed at the readers own convenient pace. According to Herbert E. Krugman, newspapers
and magazines are termed as ‘high involvement media’ as readers are generally required to
devote some effort in reading the advertising message for it to have some impact.
Newspapers are major form of print media, and the largest of all advertising media.
Newspapers are quite important to national advertisers and are an especially important
advertising medium to local advertisers.
Table 1. shows some of the most sold newspaper in India according to Indian Readership
Survey of top Dailies in India- 2008
The following classification of newspapers is convenient:
1. National newspaper: These are mostly circulated in Hindi or English. Times of India,
The Hindu, Hindustan Times, Navbharat Times etc. are some of the national dailies.
In Hindi, Dainik Jagran has the highest readership of 557.4 lakhs followed by Dainik
22
Bhaskar with 338.3 lakhs circulation. In English, Times of India leads in circulation
with 133.4 lakhs circulation.
2. Regional (local) newspaper: These newspapers are published in local languages and
in some cases has more circulation than leading national newspapers. For example
‘Daily Thanthi’ published in Tamil language has more circulation than Times of India
of 205.8 lakh copies. They provide only brief coverage of important national and
international news. However, there is detail coverage of news, events and issues
concerning regional/ local geographic areas. Besides this, they cover business, sports
and other relevant information and entertainment. These newspapers are more popular
than national dailies among both urban and rural readers because of their nearness-to-
home focus (Khazmi, Batra, 2004).
3. Special Audience Newspapers: Some papers cater to need of specific audience groups
with specialized editorial content. For example, Economic times and The Financial
Express caters to groups in the fields of economics, industry, finance etc. The editorial
content is focused on information and issues related to these aspects. Pharma Plus,
interest’s people involved in pharmaceutical trade and selling.
On the basis of advertisements that are placed in newspaper advertisements classifications

can be done in following ways:
1. Classified Advertising: This refers to advertising arranged according to product or

service advertised. The ads are arranged under different heads. These may be job
vacancies, to let services, automobile for sale, matrimonial column etc. Classified ads
appear every day and most such ads are just text set in small font size. Classified ads
provide substantial revenues to newspapers.
2. Display Advertising: These types of advertising are seen both in newspapers and
magazines and are used as illustrations, photos, white space, headlines, sub-headlines
and other visual elements besides copy text. Display advertisements are a major
source of revenue, accounting approximately for 70% of total advertising revenues
(Khazmi, Batra, 2004). There are two types of display advertising, ‘national’ or
general advertising and ‘local’ advertising.
a. National or general advertising refers to display advertising by marketers
of branded products or services, who sells on a national or regional level.
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The objective of such ad is to help create and stimulate customer demand
for the product or service, augment resellers’ promotional efforts and
encourage them to stock marketers products. Large and medium sized
companies dealing in consumer product and services make heavy use of
national newspaper advertising.
b. Local Advertising is often referred to as retail advertising and is used by
local business establishments, individuals and other organizations to reach
the consumers in the local market area served by the newspaper.
Supermarkets, departmental stores, retailers, banks, schools, computer
education centers and other use local display advertising.
3. Special Insertions: A variety of special inserts and advertisements appear in
newspapers, such as tender notices, public notices, financials reports, shifting of
office etc. Before elections, political parties release ads promising any things. Ads
related to social causes or public interest are placed in newspapers as insertions.
Some of the characteristics features of newspaper ads are as given below:
1. Penetration: Newspaper has high degree of circulation and readers, thus making it one
of the most penetrating media. The level of readership is very high among households
with higher income and education levels. Some newspapers have a national daily in
English (and/ or Hindi) and also a regional language. For example Lokmat, by having
newspapers in English, Hindi and Marathi, is able to make the extensive coverage and
reach different segments of the population. By using daily newspapers, national and
local, media planner can achieve high level of frequency in media schedule.
2. Flexibility: Most newspaper allow closing time of 24 hours before publication.
Advertisers can take advantage of this flexibility in responding to current market
conditions and reach customers with timely messages.
3. Geographic and Language Selection: Advertisers can select newspapers published in
several Indian languages, besides English. This allows greater flexibility to reach
different demographic and geographic segment. Small budget local advertisers are
particularly interested in geographic selectivity or flexibility. Their customers are
located within a specific market or trade area & the objective is to focus their
advertising on areas with existing and potential customers concentration.
4. Reader Involvement: While people are exposed to news, entertainment and
information, their consumption decision are also influenced by what they read in
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advertisements. People devote some time daily to reading newspapers. Some go
through newspapers because of the advertisements content of the newspaper.
Consumers look for ads offering attractive deals, to compare retail prices, or to learn
about the new introduction in certain product category.
Like any other media, newspapers too have limitations that must be considered by media
planners. This concern reproduction quality, short life span, very limited selectivity and
clutter.
1. Reproduction Quality: The paper quality of newspapers is coarse, called newsprint,

and is not suited to proper color reproduction. Good color reproduction is possible
only in special newspaper supplements that use better quality of newspaper, such as
Sunday supplements. Also, high quality reproduction is quite expensive and for this
reason, not suited for many advertisers. When a product’s visual appearance is
important in the ad, the advertiser will not use newspaper advertising.
2. Short Life Span: Newspaper are not leisure and pleasure medium and hence
customers do not devote much time in reading them. Most newspaper has lifespan of
some minutes to an hour. So an newspaper as is unlikely to have any impact beyond
the day it is published and any chance of repeat exposure is rather remote.
3. Limited Selectivity: In terms of demographic and life-style characteristics, newspaper
do not offer selectivity and hence its selectivity is restricted to geographic and
regional language. Newspaper advertising is bound to have substantial waste
circulation for a good number of expensive product or speciality items which are not
meant for the masses.
4. Clutter: Newspaper, like any other medium suffers from advertising clutter. An
average newspaper contains many advertisements that compete for consumers’
attention and interest. Because of color reproduction limitations, most of the ads are in
black and white. Also it can happen that two competitors of same product can give
ads in same paper. To make the ad standout and have a better chance of attracting
attention, advertisers have the costly option of using color or buying more space in the
newspaper.
25
CHAPTER 5: LITERATURE REVIEW
There is a long tradition of research on creativity. Some of the earliest works on the
topic include the book The Art and Science of Creativity (Kneller 1965) and early
psychological writings on creativity and intellect by J. Paul Guildford (Guilford 1950, 1956).
1993). What kind of appeal should the ad utilize? Should a ad attempt a competitive
comparison i.e. rational approach, or should it use some type of emotional approach, such as
fear or humor? Should it use an endorser, and if so, what kind of endorser – an expert in that
product category, or a likable celebrity? (Batra, Myers and Aaker, 2009)
Taking a more cognitive focus, Pieters, Warlop, and Wedel (2002) found that
participants paid more attention to original (more creative) ads, and that this increased
attention led to increased recognition. Till and Baack (2005) found that creative
advertisements led to greater unaided brand and commercial feature recall, and that aided
recall might not be cognitively challenging enough to be sensitive to differences between
creative (award-winning) and normal commercials. In addition, they did not find an effect of
creative advertising on brand attitude or purchase intent
Many studies have shown that comparative ads often evoke such an unfavorable
attitudinal reaction because they stimulate more counters arguing by consumer, often they are
perceived as less truthful. (Batra, Myers and Aaker, 2009)
Another term closely related to inoculation is refutation. It refers to process of

explicitly or implicitly stating competitive appeals and then refuting them, instead of dealing
exclusively with brand benefits. (Batra, Myers and Aaker, 2009)
Ray cites three reasons why refutational messages appear to work:
1. They are more stimulating than supportive messages. They underline conflict and get
people concerned about an area. This motivating factor alone can be quite effective,
since refutational defenses can work id they deal with claims other those that appear
in subsequent attacks.
26
2. They refute counter claims and this make the competitive attacks appear less credible
when they appear. This refutation is probably quite satisfying. Statements of
counterclaims can arouse dissonance or imbalance. This refutation can restore
balance.
3. Refutational message do contain some supportive information, even though less than
supportive messages.
Prior research has examined personal characteristics such as general creative ability,
1996).
The creative process is concerned with taking the baldly stated marketing proposition,
usually derived from and couched in terms of marketing research and manufacturing
specifications and turn it into one or more creative idea that clearly, powerfully, and
persuasively convey to the customer what the brand dies for them and why it should matter to
them.
The creative process has interested many different types of people for some time.
Osborn saw the creative process as starting with the following:
1. Fact finding:
a. Problem definition: picking out and pointing up the problem
b. Preparation: gathering and analyzing the pertinent data
2. Idea Finding:
a. Idea production: thinking up tentative ideas as possible leads
b. Idea development: selecting from resultant ideas, adding others, and
reprocessing by means of modification, combination and so on. (Osborn,
1963)
The raw material for ideas is information- from all sources. The creative team should
become immersed in as much factual information about the company, the product,
competition and the target audience, their language, needs, motivation, desires etc. as much
27
as possible. They should have access to the available consumer research. (Batra, Myers and
Aaker, 2009)
To better understand the various perspectives researchers can use, the "3Ps" of the
person, place, and process of creative advertising are presented. This framework offers a
good fit for the discussion of creative advertising. Dominant advertising response paradigms
focus researchers toward topics such as attention, memory, or information processing rather
than areas specifically tailored to explain the effects of creative advertisements. Such
knowledge of creativity's effects may be weak precisely because dominant advertising
response paradigms still lack appropriate research tools and methodologies.
Consumer responses to creative advertising are not as straightforward. Despite the

strong theoretical and methodological base for researching consumer response, this aspect of
advertising creativity research is still the least developed. One reason may be that these
established paradigms have long crowded out creativity, albeit inadvertently. This review
considers an application of the 3Ps approach to consumer processing of creative advertising
to suggest and enable future research directions. (Sheila L Sasser, Scott Koslow, 2008)
The most common advertising creativity research is comprised of empirical studies of

place-based perspectives of production. This accounts for almost one-third of the articles with
a minimal overlap in topics. Even this intensively studied area still needs more research.
Questionnaires or other descriptive methods are typically used due to ease of accessibility.
Theoretical articles are rare and many of them were written just prior to most empirical work.
These contributions appear to have been used to position and frame research for upcoming
studies. Advertising creative response research has only three articles prior to 2000.
Models of individual creativity-the "person" P-provide research insights into what

makes individuals creative, that is, what makes them tick or how they are different. These
insights focus researchers on how people think and behave in different ways to prompt higher
levels of creativity. Personality, ability, skills, experience, motivation, and especially the
passion to create, are central. (Sheila L Sasser, Scott Koslow, 2008)This is evidenced in
recent trends involving the consumer as cocreator with the brand and agency (Sasser 2008),
as noted in "The Concept of 'Imaginative Intensity' in Advertising" by Erevelles et al. in their
perspectives contribution. Many individual factors interact in complex patterns, and it is such
interactions that are most critical to research. Most people exhibit some creative ability, and
28
understanding how such factors coalesce in the creative person is vital. (Sheila L Sasser,
Scott Koslow, 2008)
Environmental models-the "place" P-focus on areas of the agency organization,

culture, workspace structure, or client situations that have an impact on people and the
creative process. This may include both controllable and uncontrollable factors present in the
ad agency based on image, structure, culture, integration, communication, styles, systems,
traditions, and other factors. Sometimes these factors are evident in the physical agency
environment, as evidenced by creative boutique agency offices designed to stimulate creative
team ideas. (Sheila L Sasser, Scott Koslow, 2008). Within the information-processing
approaches, attention and memory are frequently examined. For example, Pieters, Warlop,
and Wedel (2002) show that more original advertising requires more processing time,
resulting in longer exposures and greater attention. Thus, increased attention and reduced
interference may enhance memory.
Models of the creative process focus on factors involved with the production of
creative advertising campaigns. For many researchers, this seems to be the most mysterious
aspect of creativity. Patterns denote how creatives approach and think about their work.
These range from very complex patterns of thinking to rather simplistic devices, even in such
sophisticated environments.
The more important issue, however, is including the right kind of appropriateness in
the measure. As Koslow, Sasser, and Riordan (2003) note in comparing creatives with
account executives, different people have different views of appropriateness. For example,
Ang, Lee, and Leong (2007) and Smith et al. (2007) take different approaches to
appropriateness and both are acceptable in their contexts. But there are still other possible
contexts with different appropriateness measures. Another issue is the relative balance of
originality and appropriateness (see, e.g., West, Kover, and Caruana 2008). A concern with
award-winning advertisements is that they measure only originality rather than truly
measuring creativity. Greater identification and elaboration of specific criteria, scales, and
relevant measurements for use by award judges and jury panels rating creative campaigns is
needed.
29
Many creativity scholars have long suspected that creative individuals have an innate
or intuitive level of potential that is higher than others' (Guilford 1950). ). Others have looked
at the specific potential to produce novel thoughts as well. Some researchers have even
considered perceived antisocial personaliry characteristics of creative innovative people
(Barron and Harrington 1981; Rogers 2003). All such factors may be equally important and
may coexist simultaneously. Intelligence and original thinking are critical capabilities. Such
independent thinking may even be misconstrued as reflecting antisocial tendencies, when, in
fact, unique traits actually enable and signal more true creativity. Having the ability to resist
conventional tendencies and traditional problem-solving norms empowers and distinguishes
creative.
A more basic issue, however, is the question of why creativity techniques are needed.
Although creative usually describe what they do as problem solving, it often bears slight
resemblance to how experts solve problems. Kilgour (2006) suggests that there is an inverted
U-shaped relationship between expertise and creativity. Expertise is needed to aid creativity
only up to a modest level. Beyond this, expertise tends to result in a fixation-thinking
mentality that relies on standard solutions. Creative-thinking techniques allow people to think
outside this limiting set of knowledge and go beyond such constrained tactical approaches.
Published advertising creative thinking research deals extensively with divergent thinking,
but provides little understanding of the role of convergent thinking, which Guilford (1950)
argued is just as important. In advertising, convergent thinking would incorporate the critical
role that strategy plays in shaping advertisements and it usually shows up in the
appropriateness dimension of creativity. Most creative-thinking models assume that
increasing divergent thoughts will produce more creative advertising. If genuine creativity
must be both original and appropriate, then increasing convergent-oriented strategic thinking
may produce more creative advertising. As Kilgour (2006) explains, creative-thinking tasks
work differently on different individuals because of their innate thinking skills. Some
divergent thinkers benefit from traditional creative-thinking tools, whereas other tools may be
useful for convergent thinkers. (Stewart Cheng and Wan, 2006)
At the heart of the ad industry's adoption of all things technological lies something
pegged as branded utility. It is the art of ditching overt marketing messages in favor of
services: providing something useful, relevant, or entertaining that embeds itself much deeper
into everyday life than a 30-second commercial ever could. (Stewart Cheng and Wan, 2006)
Branded utility has been a topic of industry discourse for several years and this trend is
30
getting bigger all the time. Failure to balance creative spontaneity with discipline has
spawned serious problems for many organizations, including resources wasted in failed
creative processes.
There are two ways creative can fail. First, such advertising or marketing outcomes
(e.g., new products, promotions, sales programs) result in spectacular failure when
implemented in the market. Ideas are proposed and implemented that, while radically new
and different, do not find interested customers. Patents provide some especially compelling
examples of creativity gone wrong. An examination of patented product ideas reveals many
that failed. (Stewart Cheng and Wan, 2006).
More than 80 years ago, Graham Wallas (1926), in his classic book, The Art of
Thought, identified the necessary steps in the creative process: (1) preparation (investigating
the problem), (2) incubation (laying the problem aside for some time and eschewing
conscious dwelling on it), (3) illumination (allowing new ideas to emerge), and (4)
verification (testing, refining, and finalizing ideas generated during illumination). Both
clients and ad agencies seek advertising that is creative and effective. There is considerable
disagreement and lack of deep thought, however, about what components of an ad make it
both creative and effective.( Rossiter, 1994) John Rossiter's approach to dealing with
creativity and advertising is presented in this paper. Portions of this argument are presented,
published, and cited elsewhere (Rossiter 1994; Rossiter and Bellman 2005; Rossiter and
Percy 1987, 1997), but the full contribution and discussion is presented here in the special
issue, true to form!
The other creativity-related deep-structure component in an ad is the creative idea.

There is general agreement that successful ads are built around a great creative idea, also
known as the "big idea" or simply the "idea" (Mayer 1958 and O'Toole 1985). But what is a
creative idea conceptually? What is the purpose of a creative idea? How is the creative idea
supposed to work? Should all ads use a creative idea? The creative idea can be partially
defined as "a way of dramatizing the key benefit claim." Because of its dramatic content, the
creative idea will automatically be attention-getting - a requirement for any ad. The creative
idea is usually a visual device used in television commercials and print ads, such as a
dramatic demonstration of the product's benefit or a visually told story or striking picture that
dramatizes the key benefit via a deliberately indirect route (see the Remote Conveyor Model,
31
following). In radio commercials, however, the creative idea has to be executed verbally (or
paraverbally, or by sound effects). Often the creative idea is verbal in visual media, too, as in
a "curiosity" headline in a print ad where the creative idea is to raise curiosity about the
benefit and answer it in the copy. The creative idea may be executed verbally and musically
in television and radio commercials (in a jingle that draws attention to the key benefit). The
creative idea should not be confused with the overall execution, which comprises the surface
characteristics of the ad that make the creative idea - a deep-structure concept as noted
earlier-manifest. The creative idea must be amenable to multiple executions, or the
copywriter will not have a campaign to present to the client. (Rossiter, 1994) A complete
definition of the creative idea is: (1) an attention-getting way of dramatizing the brand's key
benefit, (2) stated in complete enough detail so that it can be executed, in (3) multiple
executions.
Agency creativity is an integral part of advertising creativity; it refers to the creative

quality of agency teams in producing innovative ads (O'Conner, Willemain, and MacLachlan
1996; Smith and Yang 2004). Koslow, Sasser, and Riordan (2006) examined the influence of
advertisers on the creativity of their advertising agencies and identified three ways in which
advertisers can actively affect agency creativity: direction setting, resource allocation, and
performance evaluation. Because creativity involves risks, researchers have explored agency
creativity from the risk-taking perspective (Hill and Johnson 2004). West's (1999) findings
suggest that the characteristics of both the advertiser and the agency affect agency creative
risk taking. West and Ford (2001) further investigated the relationship between agency
creative philosophies and employee risk-seeking behaviors and found that personnel working
in agencies with clear creative philosophies are more likely to take creative risks than those
without such philosophies.
If the client hasn't provided a key benefit claim in the creative brief, assuming there is
a creative brief, which surprisingly often there isn't, and then the creative team has to come
up with the key benefit claim. Interviews with advertising agency personnel suggest that it is
best to let the agency's creative team generate the key benefit claim - in other words, the
"strategy" - because a client-imposed strategy invades what the agency sees as its exclusive
province and can inhibit the creative effort from the start (Koslow, Sasser, and Riordan
2006). The creative team cannot begin "brainstorming" the creative idea for rhe campaign
until it has the key benefit claim, because the key benefit claim is what they brainstorm from,
and about, to derive the creative idea. (Rossiter, 1994)
32
The first, "breaking through to attract interest," refers to achieving the attention step in
ad processing. Gaining attention is the single largest problem in contemporary advertising
(and in all other forms of contemporary marketing communications). Attention probabilities
for ads in various media can be estimated (Rossiter and Bellman 2005), and in most cases,
they reveal sharp declines in recent years. However, attention to the ad is an incomplete
account of this first purpose of the creative idea because it is of no use unless the attention
includes attention to the advertised brand. What must eventuate is the more lasting
communication effect, beyond temporary processing responses, of brand awareness. The first
purpose of the creative idea, therefore, is to increase brand awareness by increasing the
number of people in the ads' authence who pay attention to the ad. To be more specific, brand
awareness can consist of either brand recognition or brand recall, depending on how the
brand is typically chosen within the product category. (Rossiter, 1994)
The second purpose of the creative idea identified by Kover (1995), "delivering a
message," must also be anchored to a more permanent brand communication effect. In this
case, the critical brand communication effect is brand attitude. That is, the "delivered
message" must be manifest in an increase in the consumers' overall evaluation of the branded
product, or maintenance of an already highly favorable evaluation if the branded product is
established and the target authence is brand loyals. It is possible to push even harder at the
brand attitude purpose of the creative idea by arguing that the ad must increase (or maintain)
brand preference, which is relative brand attitude. For brand preference, the resulting brand
attitude toward the client's brand held by as many target prospects as possible (the more the
better) must be higher, even marginally, than the brand attitudes held by them toward closely
competing brands. (Rossiter, 1994)
Classified ads are increasingly going to on-line newspapers, but they still comprise a
very large lucrative category of conventional newspaper advertising. This might be another
situation where "creativity" does not seem necessary. However, even for the most serious of
these - death notices - it seems difficult for most relatives to resist a little creative elaboration,
albeit still respecting the deceased. Birth notices, too, seem to have become more creatively
enthusiastic, perhaps because births, per couple, are a rarer event these days. And even when
selling a house or a car, the two perennial high-ticket classified ad products, it is almost
impossible to avoid some hyperbole or emotive description (a benefit claim) because
otherwise one might have difficulty getting readers interested enough to make an inquiry.
(Rossiter, 1994).
33
"Imagination" involves the act of producing new "mental images." It includes the
creation of ideas, the creative application of ideas, or the creative integration of ideas to
generate new value (Erevelles, Horton, and Fukawa 2007). It involves both knowledge and
creativity. Koslow, Sasser, and Riordan (2003) argue that creativity requires both originality
and appropriateness; that is, creative ads not only communicate in innovative ways, but are
relevant to the context involved. Similarly, Politz (I960) argues that imagination cannot be
considered creative unless the ideas or thoughts are accompanied by discipline, purpose, and
productiveness. A cocreation strategy permits achievement of both attributes: While it allows
vast amounts of original imagination in the marketplace to be exploited, it also allows the
knowledge and discipline needed for creating effective advertising to be amalgamated with it.
(Erevelles, Roundtree, Zinkhan, and Fukawa, 1999)
Ad creativity has been defined in two major ways in the literature. Some researchers
conclude that ad creativity is determined by divergence (e.g., Till and Baack 2005).
Divergence refers to the extent to which an ad contains elements that are novel, different, or
unusual (Smith and Yang 2004). Smith et al. (2007) examined the divergence factors
developed in the pioneering research of Guilford (1950, 1956) and Torrance (1972) and
identified five factors that could account for the ways in which divergence could be achieved
in advertising: originality, flexibility, elaboration, synthesis, and artistic value. The
definitions of the divergence dimensions are:
1. Originality: Ads that contain elements that are rare, surprising, or move away from the
obvious and commonplace.
2. Flexibility: Ads that contain different ideas or switch from one perspective to another.
3. Elaboration: Ads that contain unexpected details or finish and extend basic ideas so they
become more intricate, complicated, or sophisticated.
4. Synthesis: Ads that combine, connect, or blend normally unrelated objects or ideas.
5. Artistic value: Ads that contain artistic verbal impressions or attractive colors or shapes.
34
Defining Ad Creativity as Divergence Plus Relevance
While most researchers agree that divergence is a central determinant of creativity,

many argue that the ad also must be relevant (Besemer and O'Quinn 1986; Besemer and
Treffinger 1981; Chandy and Tellis 1998; Haberland and Dacin 1992; Jackson and Messick
1965; Smith and Yang 2004; Thorson and Zhao 1997). In marketing, there has been a long
interest in the relevance component of ad creativity, so there is a rich background on what
makes an ad "personally relevant" to consumers and how this relevance can be expected to
influence ad processing and response (see, e.g., MacInnis and Jaworski 1989). Thus, the
relevance component of creativity reflects the extent to which ad elements are meaningful,
useful, or valuable to the consumer. According to Smith et al. (2007, p. 820), it can be
achieved in two ways:
1. Ad-to-consumer relevance: "Ad-to-consumer relevance" refers to situations where the ad

contains execution elements that are meaningful to consumers. For example, using Beatles
music in an ad could create a meaningful link to Baby Boomers, thereby making the ad
relevant to them.
2. Brand-to-consumer relevance: "Brand-to-consumer relevance" refers to situations where

the advertised brand (or product category) is relevant to potential buyers. For example, the
advertisement could show the brand being used in circumstances familiar to the consumer
(Thorson and Zhao 1997).
35
CHAPTER 6: RESEARCH METHODOLOGY
6.1 Research Design:
Exploratory research design is used in this study. The main purpose of the study is
formulating a problem for more precise investigation. The major emphasis in this study is
discovery of ideas and insights. This research design enables more flexibility in research and
study various aspect of problems under study.
The surveys of various literatures were done to understand various aspects of

creativity. This included survey of various journals from ‘Journal of Advertising’ and various
texts related to advertising and creativity. Various studies and theories were considered
through these literatures.
6.2 Sampling Procedure:
A sample design is a definite plan determined before any data are actually collected
for obtaining a sample from a given population. (Kothari, 2004) Deliberate sampling was
used for purposive selection of various clients. In this judgment sampling was done based on
the judgment of selection of prosperous clients. Three main clients, The Academy of Retail
and Food Services (TARFS), real estate developer ‘Kashish Park’ and Human Resource
consultancy ‘HR & HR’ were studied to understand the variance in style, designs, color
combinations and various other aspects of creativity in advertisement requirements. Various
previous published, unpublished and rejected advertisements of Sara Media was studied to
know the commonalty in advertisement formats for choosing or rejecting any advertisement
and factors for various design which are preferred by clients.
36
6.3. Data Collection:
6.3.1. Primary data: -
Deliberate sampling was used for purposive selection of various clients. In this
judgment sampling was done based on the judgment of selection of prosperous clients. Three
main clients, The Academy of Retail and Food Services (TARFS), real estate developer
Kashish Park and Human Resource consultancy HR & HR were studied to understand the
variance in style, designs, color combinations and various other advertisement requirements.
Various previous published, unpublished and rejected advertisements of Sara Media was
studied to know the commonalty in advertisement formats for choosing or rejecting any
advertisement and factors for various design which are preferred by clients, collection was
done from various sources. Observation method was used to study the ads that were sent to
clients for approval, rejected ads and ads those were approved for publishing in the
newspaper. Structured observation is considered appropriate in descriptive studies, whereas
in an exploratory study the observational procedure is most likely to be relatively
unstructured. (Kothari, 2004). This being a descriptive study, structured observation was
done to ads that were in production.
To understand needs of the clients, flexibility in questionnaire is must to understand

the requirements and objective of publishing an ad. The unstructured interviews are
characterized by a flexibility of approaching the questions.(Kothari, 98) Hence unstructured
interview methods were used. To know about needs of client, projective technique were used
to understand attitude and feelings about the advertisements they want to publish and for the
target group they want to publish it for. Projection techniques are used for projection of
respondent for inferring about underlying motives, urges and intentions which are such that
the respondent either resists to reveal them or is unable to figure out himself (Kothari, 107).
Specifically, verbal projection technique was used to get answers and comments on various
direct or indirect questions that helped to reveal the respondent’s own projection about target
group and motivations for publishing the advertisement.
6.3.2. Secondary data: -
Secondary data means data that are already available i.e. they refer to data which have
already been collected and analyzed by someone else (Kothari, 111). Various sources of
published secondary data were used in this study:
37
• Various publications of foreign journals
• Books and magazines
• Research reports of universities and economists.
Unpublished secondary data were collected from various unpublished ads of company.
6.4. Questionnaire Design:
Understanding a client’s need, which he seeks from an advertisement and converting

that need into ad is very crucial and basic procedure for any advertising agency. For this
clients are been asked various questions in an interview and thereafter series of interviews,
direct or through phone calls, to understand the changes and improvement needed in the ad.
Designing a questionnaire for the same is not as easy as it looks at first sight (Beri, 2003).
Primary data has to be extremely careful in deciding what information is to be collected,
questions to be formulated and the sequence of the questions.
Combinations of open and close ended questionnaire were used. Open ended
questions were used for knowing various requirements from the ads such as theme, color
combinations, features that needs to be highlighted etc. Close ended questions were used to
know other aspects which were related to release and publication issues such as newspaper to
be selected, page and supplement in the newspaper, frequency of the ad that is to be given
and size of the ad layout. The questionnaire was unstructured format and was dependent on
the answers for the previous questions.
The Academy of Retail and Food Services (TARFS) was launching as an education
sector specialized in retail and food services which would provide education about retailing
and food services and hence required an aggressive promotional activity in the newspaper
advertisements. The questions that were asked were regarding the number of ads to be given
in the newspaper, type of newspaper to be selected, the color theme to be used, number of
insertions to be done and the time difference between two ads or insertions. The circulations
to be done and the supplements to be used were also considered for the same.
‘HR & HR’ started its business in Thane and were in need of complete branding for
Human Resource firm. Therefore the requirement was not only for newspaper ads but also
development of its website, business broachers, and other corporate requirements. The
38
newspaper requirements were not prominent but were restricted to recruitments and
interviews of candidates. The design of questionnaire used regarding newspaper ads were
open ended questions in interview methods which helped not only to develop newspaper ad
but also helped in developing website and broacher and complete integration of these three
requirements.
Kashish Park is a Real Estate developer with properties at various locations of Thane
and Kalyan. The involvement of Kashish Park was higher towards newspaper ads as
compared to other media for advertisements. Series of interviews were taken for various ads
for flats at Thane and Kalyan location. Different approaches were used for targeting
customers at these two locations. The questionnaire consisted of combination of open ended
and close ended questions which issued at the number of vacant flats available, types of flats
that were occupied and that were vacant, customer profile who owned their flats previously,
recent trends of the customers who bought their flats, discounts and schemes they were
offering to customers. Also questions were asked about the competitors, their competitive
moves and strategies etc. to about the market scenario of real estate.
6.5. Limitations:
All the studies have limitations. First, this study was conducted for only three
organizations of different sectors. The requirements of these organizations were different
from one another and hence the study can only be applied to only these kinds of organizations
and not other. Moreover the study was done in Mumbai. The preferences and customer
profile of Mumbai stated was according to these organizations. This may change for other
locations according to demographic and geographic segmentations.
Although it has been discovered that the impact of creativity on advertising

campaigns can be moderated by various factors related to newspaper, additional research is
necessary to investigate the specific intervening mechanisms that may have contributed to
this effect. In this regard, studies may consider using more complex designs in which market-
level and consumer level data are collected in tandem so that they can delineate how
advertising creativity affects consumers and how these consumer-level influences are
aggregated into sales outcomes in different market conditions.
39
The viewing public seeks relevance, whereas advertising agency largely regard
creativity from a standpoint of meaningful business objectives. Advertising agency seem to
be rather more in line with what their clients want, which does not necessarily translate to
what viewers want. This may explain why creativity and its impact remain very much a hit-
or-miss affair.
The suggestion here is that advertising agencies take a pragmatic, least-risk position.
Despite clients' clamoring for more creative advertising, work that stays within certain
boundaries is more likely to be accepted, and this fosters careers. Creativity needs to stay
ahead of the curve-but clearly not too far. Thus, the issue for advertising agencies is how to
stay at the cutting edge of creativity while connecting with their audience without crossing
normative boundaries. For a continuing connection between practitioners and the public,
practitioners must increasingly push at the boundaries of what it means to be creative and to
be effective. The risky option for an agency would be to move toward an original or
insightful idea for a specific or wider audience without widespread public congruence. Since
the risk is higher, this is a difficult issue for agencies and their clients. Nevertheless, it offers
a real possibility of an outstanding ad as marketers scramble to gain the attention and interest
of an increasingly apathetic and often hostile audience.
40
CHAPTER 7: RESEARCH FINDINGS
To better understand the various perspectives researchers can use, the "3Ps" of the
person, place, and process of creative advertising are presented. This framework offers a
good fit for the discussion of creative advertising. Dominant advertising response paradigms
focus researchers toward topics such as attention, memory, or information processing rather
than areas specifically tailored to explain the effects of creative advertisements. Such
knowledge of creativity's effects may be weak precisely because dominant advertising
response paradigms still lack appropriate research tools and methodologies. Consumer
responses to creative advertising are not as straightforward. Despite the strong theoretical and
methodological base for researching consumer response, this aspect of advertising creativity
research is still the least developed. One reason may be that these established paradigms have
long crowded out creativity, albeit inadvertently. This review considers an application of the
3Ps approach to consumer processing of creative advertising to suggest and enable future
research directions. (Sheila L Sasser, Scott Koslow, 2008)
The creative process has interested many different types of people for some time.
Osborn saw the creative process as starting with the following:
1. Fact finding: Fact finding procedure according to Osborn includes finding the information
about the client, their needs and problems, what they want from the advertisement and what
are the things that are needed to solve the present problem. The problem can be anything
from advertisements that would give information about the clients to the ultimate potential
customers or any offer they want to put in the newspaper. This stage also includes gathering
and analyzing the pertinent data.
2. Idea Finding: In what representation way can the above founded problem be solved is
done in this stage. Initially, various ideas are been stormed. From these ideas, some of the
ideas are selected for final design and are been discussed with client for the approval. In case,
the idea does not clicks the client, a new storming session is done for complete new set of
ideas. If the idea is been approved by the client, then the further work of idea development is
done by the agency. Here selection from resultant ideas, adding new themes to current ideas,
and reprocessing and refinement of ideas takes place.
41
The first, "breaking through to attract interest," refers to achieving the attention step in
ad processing. Gaining attention is the single largest problem in contemporary advertising
(and in all other forms of contemporary marketing communications). Attention probabilities
for ads in various media can be estimated (Rossiter and Bellman, 2005)
The second purpose of the creative idea identified by Kover (1995), "delivering a message,"
must also be anchored to a more permanent brand communication effect.
Following were the research findings for three clients:
7.1 Research Findings for TARFS
(The Academy of Retail and Food Services):
The Academy of Retail and Food Services is new institute starting its academic
session from July-2009. It is located at Kalyan and was aiming at getting customers from and
around Kalyan region. The main customer profile, as stated by the agency, constituted
majority of Marathi people. The circulation of the newspapers such as Lokmat- Thane,
Dombivali- Kalyan Plus, Maharashtra Times, Loksatta- Thane Vruttant were covering these
segement. Hence these newspapers were preferred for giving advertisements.
Publication Language Circulation Area Covered
Loksatta- Marathi Around 1,20,000 Thane, Kalva, Mumbra, Diva, Dombivali,

Thane Vruttant Kalyan, Up to Karjat and Kasara
Maharashtra Times Marathi Around 90,000 Thane to Badlapur
Lokmat Thane Marathi Around 1,00,000 Major Circulation in Dombivali, Kalyan

Up to Karjat – Kasara
Dombivli-Kalyan English Around 90,000 Dombivali – Kalyan

Plus
42
Sky blue and grass green were the two colors that were insisted for the use in the
advertisement as it would show the institute’s symbolic color in these shades. Other colors
were permitted to use according to requirement. Also two different ads were needed –first to
give information about what TARFS does and second to let people know how TARFS can
reframe their career. Keeping these two aspects in consideration, following two ads were
finalized and given in the newspaper
Fig.1 First Advertisement of TARFS given in various newspapers
Fig. 2 Second Advertisement of TARFS given in newspapers
43
THREE P’s FOR TARFS:
Person here refers to two different individuals- one who makes the ad and second for
whom the ad is made. The creative department acts as the first of the two persons referred
here. The ad has been planned considering the middle-class, late teenagers and early twenties
students who would be interesting in making their career in retailing and food services. The
person considered here would be looking for following aspects in any institute or academy
for choosing:
1. Placements
2. Bright career
3. Easy-to-understand teaching
Considering these three requirements of target group, these three features were
highlighted. More verbal space was used rather than pictorial message. Newspaper editions of
Lokmat, Maharashtra Times, Loksatta were chosen. The idea behind these ads insertion in
Thane, Kalyan and Dombivali supplement was, the time duration spend comparatively to
supplements were more as it deals with local news, rather than spending equal time to main
supplement. Hence it was able to gain more attention. If it has been advertised in education
supplement or main papers of news paper, it would have faced cluttering problem and hence
would have gained less attention.
CREATIVE PROCESS FOR TARFS ACCORDING TO OSBORN
1. Fact finding:
b. Preparation: gathering and analyzing the pertinent data.
2. Idea Finding:
Selecting from resulting ideas from idea generation, adding others, and reprocessing
by means of modification, combination etc. were the process used in development of idea for
TARFS.
In first ad of TARFS, a hint was given to customers, about the services provided by
TARFS. There was a desire and curiosity which was needed to be created amongst readers
for TARFS. To do this, most of the space of the ad was left blank and only a lens was used
44
(which symbolize search) (Fig. 1). Lesser use of designing was adopted and a simple and
decent combination of two colors (green and blue) was used only in fonts to maintain an
association with the theme color used in their website, broachers and other stationeries. This
ad was given in various newspapers for two days, Wednesday and Friday, to create awareness
about the TARFS.
In case of TARFS second ad, the proper color combination was essential element as it
would have missed attention if it would had been placed in a supplement which had same
color combination as that of this ad. Hence blue color was used as it would be giving a husky
and bright look in paper quality of these publications. In order to make it more attractive, a
ring segment of white color was used at right bottom (Fig.2). This enables to contrast with
blue as well as to the shade of paper. In order to maintain symmetry a picture of lad was used.
This helped to solve the symmetry issue as well as make the ad more appealing as the ad in
itself was talking about the success a person would achieve after joining the institute.
ACHIEVEING TWO OBJECTIVES FOR TARFS:
1. Breaking through to attract interest: Attraction is the most important factors which enables
a ad to be creative as well as successful. If the ad is not creative enough to gain attention,
then the core purpose of ad is not been achieved. Color combination of blue along with a
bottom shade of green, and two sides of white shaded logo and young boy was capable of
gaining attention. Also proper selection of space so that there is no cluttering of ads, was
done to retain its attraction.
2. Delivering a message: Delivering the message is equally important along with ad being
attractive in nature. Proper usage of space was done (specially in first ad) so that more
information could be delivered in these ads. In first ad, the awareness was created through
publishing ads in various newspapers during Wednesday and Friday. In the second, an
approach was made to attract customers by telling about the bright future, 100% placement
assistance from the institute, and how joining the institute would enhance their career.
45
7.2. Research Findings for Kashish Park:
Kashish Park was a well established name in Real Estate Industry. It had developed
many commercial and residential building at various location of in and near Mumbai. Earlier,
Kashish Park was helped by Sara Media in making broachers, hoardings and other things
related to advertisements of Kashish Park.
Due to recession, there was drop in real estate prices but still people felt that buying a
flat was not an affordable option. There were other family factors and conditions that were
prevailing which them to think many times before making a choice of buying a home. Hence
a association of ‘family bonding’ theme for buying a flat was used as shown in the
illustrations.
The ads of Kashish Park, published and rejected, are as shown below:
Fig. 3 Kashish Park’s ad for the month of May for Thane residence.
46
Fig. 4: Rejected Ad for the month of May for Thane residence, Kahish Park
Fig. 5 One of the classified ad during Gudipadwa
47
THREE P’s FOR KASHISH PARK:
The people for this client are matured, middle age and income group people of middle
class to high class. Hence a proper determination of place was required by which it can reach
the entire income segment. To achieve this objective, Property Plus of Times of India was the
target for the advertisement of this client. Even small influence of this ad would cause people
to think for spending lakhs from their pockets.
This first idea of creating the ad was to target the decision maker of the family. This
could be the eldest person, the eldest son, or the eldest woman of the family. Hence, a
representation of a person, who is confused, was used in first ad (Fig. 4). The theme of this ad
was uni-color- orange was used. Various factors were stated that a person thinks are
necessary while buying home. According to information provided by Kashish Park, their
customers would range from buyer of 1 BHK flats to 3 BHK flats. A wide range of customer
base, had made the process a complicated to list common factors which would be accepted by
all the customer base.
This ad was rejected because it was appealing only to the decision maker of the
family and not the whole family. However, a common factor which was found that while
buying a home, most of the families have joint decision and not just an elder member. Elder
member may be acting as an primary influencer but other family members are also important.
Specially in case of people who are buying 1 BHK or 2 BHK flat, who are newly married or
have a small family, other members of family play an important role in decision making and
decision is not soul but a combined decision of the family.
This ad was lacking in emotional appeal of the family. Hence all together a new
concept was launched and a father and son was shown happily supported by a line ‘Time is
Money, Spend for your Family’, The core idea of this ad was to appeal the customers to
spend more time on family rather than on formalities of purchasing a flat. This was supported
by other writings of the ad.
CREATIVE PROCESS FOR KASHISH PARK ACCORDING TO OSBORN
1. Fact finding:
b. Preparation: gathering and analyzing the pertinent data.
48
2. Idea Finding:
Fact Finding: Different issues were known which were changing according to changing
environment of Indian real estate industry. Buying a home was now becoming a total
decision of family rather than just one or two persons. Moreover, different facts were also
necessary such as nearness from bus sand, railway station, clean amenity, surroundings, less
sound and air pollution etc. But people are not willing to negotiate on monetary aspect as
already huge money would be spending. Hence they required value home which can satisfy
all their needs with low cost incurrence.
Idea Finding: An emotional appeal was necessary to make people understand that Kashish
Park knows about the situation of the customers and accordingly they are providing homes to
these customers. To make this visual a more appealing to all age group, blue shade was used
which was representation of peace, steadiness and calmness of a person and venue. A happy
family (father and son) was shown to show that decision of Kashish Park as their residency
would not be a wrong decision and the family would face no problems if they buy a home in
Kashish Park.
49
CHAPTER 8: CONCLUSION AND RECOMMENDATIONS
It is very essential and crucial aspect that creativity forms a part of advertisements.
Both clients and ad agencies seek advertising that is creative and effective. There is
considerable disagreement and lack of deep thought, however, about what components of an
ad make it both creative and effective. (Rossiter, 1994) What seems to be creative may not be
suitable for another kind of ad. The whole aspect of creativity for newspaper advertisements
depends on following factors:
1. The type of industry for which ad is to be made

2. The type of target customers clients want to approach through the ad
3. The message to be delivered in proper and precise format
4. The proper selection of media that is been used for advertisement
5. The timing of the ad or the duration for which a single ad is repeated to series of ads
are given in the media
6. The design and color combination of the copy
7. The size of the ad
8. The page, supplement and type of newspaper that is been used for advertisement
9. The position of the ad in the newspaper
The other creativity-related deep-structure component in an ad is the creative idea.

There is general agreement that successful ads are built around a great creative idea, also
known as the "big idea" or simply the "idea" (Mayer 1958 and O'Toole 1985). But what is a
creative idea conceptually? What is the purpose of a creative idea? How is the creative idea
supposed to work? Should all ads use a creative idea?
The creative idea can be partially defined as "a way of dramatizing the key benefit
claim." Because of its dramatic content, the creative idea will automatically be attention-
getting - a requirement for any ad. "Imagination" involves the act of producing new "mental
images." It includes the creation of ideas, the creative application of ideas, or the creative
integration of ideas to generate new value.
50
If the client hasn't provided a key benefit claim in the creative brief, assuming there is
a creative brief, which surprisingly often there isn't, and then the creative team has to come
up with the key benefit claim. Interviews with advertising agency personnel suggest that it is
best to let the agency's creative team generate the key benefit claim - in other words, the
"strategy" - because a client-imposed strategy invades what the agency sees as its exclusive
province and can inhibit the creative effort from the start.
Overall, divergence is essential element of advertising agency. Divergence refers to

the extent to which an ad contains elements that are novel, different, or unusual (Smith and
Yang 2004) Smith et al. (2007) examined the divergence factors developed in the pioneering
research of Guilford (1950, 1956) and Torrance (1972)
To conclude it can be said that there are five factors that could account for the ways in
which divergence could be achieved in advertising: originality, flexibility, elaboration,
synthesis, and artistic value. The definitions of the divergence dimensions are as follows:
1. Originality:
Advertisements that contain elements that are rare, surprising, or move away from the
obvious and commonplace can be helpful in making an original concept for a copy.
2. Flexibility:
Ads that contain different ideas or switch from one perspective to another gains more
attention than those concepts which are obvious to imagine and hence those ideas are used
which are easy to understand but hard to believe.
3. Elaboration:
Ads should contain unexpected details or finish and extend basic ideas so that, they
become more intricate, complicated, or sophisticated.
51
4. Synthesis:
Ads should combine, connect, or blend normally unrelated objects or ideas. This gives
ad a unique appeal and attraction from target audience.
5. Artistic value:
Ads must contain artistic verbal impressions or attractive colors or shapes. A out-of-
box concept that can combine color, shapes and sizes of ads are more appealing than simple
and daily seen shapes and combinations.
52
APPENDIX:
Table 1: Indian Readership Survey of top Dailies in India- 2008
Top Dailies: Indian Readership Survey 2008 – Round 2

Sr. Newspaper Language 2007 Round 2 2008 Round 2
No. (in lakhs) (in lakhs)
1. Dainik Jagran Hindi 536.1 557.4
2. Dainik Bhaskar Hindi 305.8 338.3
3. Amar Ujala Hindi 282.2 293.8
4. Hindustan Hindi 235.3 266.3
5. Daily Thanthi Tamil 208.8 205.8
6. Lokmat Marathi 206.6 199.3
7. Dinakaran Tamil 160.8 168.3
8. Ananda Bazaar Patrika Bengali 157.5 153.9
9. Eenadu Tamil 142.2 144.1
10. Rajasthan Patrika Hindi 131.9 140
11. The Times of India English 134.8 133.4
12. Malayala Manorama Malyalam 129.1 121.8
13. Daily Sakal Marathi 125.6 116.3
14. Matrubhumi Malyalam 105 97.1
15. Vijay Karnataka Kannada 99.4 92.2
16. Gujrat Samachar Gujrathi 63.5 65.3
17. Bartaman Bengali 87.6 87.4
18. Andhra Jyoti Telegu 56.8 68.1
19. Sandesh Gujrathi 63.6 65.3
20. Hindustan Times English 60.9 63.5
21. Sambad Orrisi 51.5 60.6
22. Asomiya Pratidin Assammee 65.9 60.2
23. Prajavani Kannada 66.4 58.3
24. Samaj Orrisi 46.4 53.1
53
References:
A. J. Brewster, “Introduction to advertising”, Herbert Hall Palmer, p.233
R. Batra, J. Myers and D. Aaker, “Advertising Management”, p.403, 409,
S H H Kazmi and S. Batra, “Advertising and Sales Promotion”, p.324, 364, 2002
G. C. Beri, Marketing Research, Tata McGraw - Hill Publication, p. 97, 2003
G. E. Belch, “ An examination of Comparative and non comparative commercials: the effect

of claim variation and repetition on cognitive response and Message Acceptance,” Journal of
Marketing Research, 1981
A.F. Osborn, “Applied Imagination”, 3rd edition, p. 11, 1963
C.R. Kothari, “Research Methodology-Methods and techniques,” p. 14, 96, 98, 111
C. Guilford, J. Paul, "Creativity," American Psychologist, 1950, p. 5 (9), 444-454.
P. Rik, L. Warlop, and M. Wedel "Breaking Through the Clutter: Benefits of Advertisement
Originality and Familiarity for Brand Attention and Memory," Management Science, 2002,
48 (6), 765-781.
D. Till, D. Brian, and D. W Baack, "Recall and Persuasion: Does Creative Advertising
Matter?" Journal of Advertising, 2005, 34 (3), 47-57.
L Sasser, S. Koslow, “Desperately Seeking Advertising Creativity”, Journal of Advertising.

Armonk: Winter 2008
C. Guilford, J. Paul , “Envisioning The Future Of Advertising Creativity Research”, Journal

of Advertising, Armonk: Winter 2008.
D. W. Stewart, Y. Cheng, and H. Wan, “Creative And Effective Advertising: Balancing

Spontaneity And Discipline” , Journal of Advertising. Armonk: Winter 2008.
D. Wallas, R.V. Graham, “The Art of Thought”, New York: Harcourt Brace Publications,
1926.
J. R. Rossiter, “Defining The Necessary Components Of Creative, Effective Ads”, Journal of

Advertising. 2006
54
S. Erevelles, R. Roundtree, G. M. Zinkhan, and N. Fukawa, “The Concept Of "Imaginative
Intensity" In Advertising”, Journal of Advertising, 1999
H. Li, W. Dou, G. Wang, N. Zhou, “The Effect Of Agency Creativity On Campaign

Outcomes”, Journal of Advertising. Armonk: Winter 2008.
R. W. Thorson, P. Esther, and X. Zhao, "Television Viewing Behavior as an Indicator of

Commercial Effectiveness- in Measuring Advertising Effectiveness”, 1997, p.221-237.
R. E. Smith, J. Chen, X. Yang, “The Impact Of Advertising Creativity On The Hierarchy Of

Effects”, Journal of Advertising. Armonk: Winter 2008. p. 47, 15
Web References
http://www.newswatch.in/newsblog/4181 on 11/09/2009
http://www.indianetzone.com/42/newspapers_india.htm on 11/09/2009
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CHAPTER 1: INTRODUCTION

Advertisements are either traffic builder or relationship builders or reputation builder.

1.3 Objective of studies:

“The task of advertising is to establish ‘added value’ by highlighting those perceived

Despite the significant advances in advertising creativity research, little is known

2.2 Solutions Offered by Sara Media Solutions Pvt. Ltd.:

2.2.6 Event Management: Event Management is application of management practices which

3.1.1 Advertising- Meaning and Process:

Advertising plays an important role in those situations where a company needs to

Nonetheless, creative processes in organizations are not fully understood, leaving

Advertisements are either traffic builder or relationship builders or reputation builder.

3.3 Advertising as Institution:

3.4. Advertising Makes the World go Round:

3.4 Advertising Classification:

An understanding of various approaches of types of advertising helps in choosing the

3.4.1. Consumer Advertising:

Most classified advertising is ‘display advertising’ and is found in newspaper and

3.4.7 Industrial Advertising: Manufacturers are buyers of machinery, equipments, raw

3.4.9. Corporate or Institutional Advertisements: Corporate advertisements can be

Organizations and brands are meant to strengthen mutual credibility which is an

There are two division of newspaper advertising. National advertising is the

It is claimed by the average newspaper publisher, that if a manufacturer really wants

As compared to previous year Newspapers sale in India increased by 11.22% in 2007.

4.2 Strength of Newspaper Advertising:

4.3. Weaknesses of Newspaper as Media:

4.4. Aspects of Newspaper Advertising:

The following classification of newspapers is convenient:

On the basis of advertisements that are placed in newspaper advertisements classifications

1. Classified Advertising: This refers to advertising arranged according to product or

Some of the characteristics features of newspaper ads are as given below:

1. Reproduction Quality: The paper quality of newspapers is coarse, called newsprint,

Another term closely related to inoculation is refutation. It refers to process of

Ray cites three reasons why refutational messages appear to work:

Consumer responses to creative advertising are not as straightforward. Despite the

The most common advertising creativity research is comprised of empirical studies of

Models of individual creativity-the "person" P-provide research insights into what

Scott Koslow, 2008)

Environmental models-the "place" P-focus on areas of the agency organization,

The other creativity-related deep-structure component in an ad is the creative idea.

Agency creativity is an integral part of advertising creativity; it refers to the creative

While most researchers agree that divergence is a central determinant of creativity,

1. Ad-to-consumer relevance: "Ad-to-consumer relevance" refers to situations where the ad

2. Brand-to-consumer relevance: "Brand-to-consumer relevance" refers to situations where

6.1 Research Design:

The surveys of various literatures were done to understand various aspects of

6.2 Sampling Procedure:

6.3.1. Primary data: -

To understand needs of the clients, flexibility in questionnaire is must to understand

6.3.2. Secondary data: -

6.4. Questionnaire Design:

Understanding a client’s need, which he seeks from an advertisement and converting

Although it has been discovered that the impact of creativity on advertising

research directions. (Sheila L Sasser, Scott Koslow, 2008)

Following were the research findings for three clients:

7.1 Research Findings for TARFS

(The Academy of Retail and Food Services):

Publication Language Circulation Area Covered

Loksatta- Marathi Around 1,20,000 Thane, Kalva, Mumbra, Diva, Dombivali,

Maharashtra Times Marathi Around 90,000 Thane to Badlapur

Lokmat Thane Marathi Around 1,00,000 Major Circulation in Dombivali, Kalyan

Dombivli-Kalyan English Around 90,000 Dombivali – Kalyan

Fig.1 First Advertisement of TARFS given in various newspapers

Fig. 2 Second Advertisement of TARFS given in newspapers

CREATIVE PROCESS FOR TARFS ACCORDING TO OSBORN