ERRORS REGARDING...ATTENTION
So you've made a TV ad, a print ad, a billboard campaign, and you've
placed them into the media.
You firmly believe that you've done a good job. You trace your own campaign, you notice every single billboard, buy all the papers with your ad in them, and watch out for your commercial on the telly. All this does not mean, however, that your target audience has noticed your campaign.
Because: PLACED IN THE MEDIA IS NOT NECESSARILY SEEN.
...INTERESTS
You've done some smart planning, used the relevant research, estimated wisely the coming ratings, and thus your print ad, your billboard and the TV ad have reached your audience's field of vision.
You are quite happy with whatyou've achieved.
You must never forget, however, that the audience does not usually
care about commercials, that they are happy to avoid and jump over them.
Your ad has to be interesting, exciting, and different, in order to be remembered.
Because: SEEN IS NOT NECESSARILY NOTICED.
...EXTREMES
It is not difficult to draw attention. You hire a celebrity, tell a joke, you
do something unexpected and extreme.
And you've missed again!
The audience does remember the joke, the man with the bananas in his ears, a nudist at the airport... whatever.
The audience, however, made no connection between all this, and your brand.
Creativity in itself does not mean much in real advertising.
Because: NOTICED IS NOT NECESSARILY EFFECTIVE.
Well then.
Do you need creativity at all?
Each and every expert service must have creativity as its prerequisite.
CREATIVE ADVERTISING STRATEGY AND THE CREATIVE MEDIA STRATEGY
make certain you reach the position of higher quality as compared to your competition, and ensure you get the best possible quality/price relation.
Creativity must make your target audience perform the wanted action, by making your brand offer, or promise, a reward to the same audience.
Only that creativity which leans and is firmly based upon the right advertising strategy gives the sought for effects (the raise in sales, a better image...),
and saves the money on the advertising budget. Well then.
Creativity pays off after all.
This is why we, at Srebrn&Tush Advertising Projects Development and Implementation Bureau have phrased the duties the other way around:
on the one hand, we do expect our creative team to be precise to the extremes;
on the other hand, however, the people responsible for strategies the media, production, and PR simply have to be creative.
Boban Skerlićthe founder
& the creative director
