Advertising is a paid for informative communication with a persuasive concept about varying products, services or ideas, which is capitalized by large and small sponsors and transmits through various forms of mediums. Advertising is actually a non-personal approach of getting customers to purchase a particular product, access specific services, but allowing the decision to be solely based on the customer's choice.
The manner in which an item, service or idea is introduced to the public or potential customer is dependent on a few factors such a creativity, communication, and definitely the medium in which it is conveyed.
The article titled; Creativity in Advertising written by Werner Reinartz and Peter Saffert. ( 06. 2013). "When It Works and When It Doesn't , clearly states as follows: "Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with fewer media spending, and builds a fan communityfaster." Creativity is the window to the soul of advertising, and it evokes life into the message being conveyed about a product or service offered in the minds of targeted customers.
Effective communication in advertising stems from variables such as affecting the audience, meaning specific information is provided for targeted groups or individuals. Branding also forms a vital step in the advertising process because once a group or individual can associate a product or service with a logo or sign, it sends a clear picture, loyalty is then established and helps to motivate the consumer.
Reference
Werner Reinartz., & Peter Saffert (06/2013): Creativity in Advertising: When It Works and When It Doesn’t.. Retrieved from 2htps://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesn’t.
