How Creative Advertising Is Created
Posted: Wed Jan 29, 2025 3:21 am
The easiest way to create creative advertising is to follow a certain system. At one time, marketing professor John Rossiter and advertising communications consultant Larry Percy proposed a special matrix for creating such materials. It looks like this:
How Creative Advertising Is Created
Using this matrix is not too difficult. It has yahoo email list
two parameters:
Motivation – positive or negative. This refers to the emotional charge of the product.
Involvement – high or low. This refers to the degree of customer involvement in learning about the product.
You figure out which square your product falls into and, depending on that and the signs under the table, you create creative advertising. For example, if there is a heart under the square, your message should be aimed at consumers' emotions, if the brain - at their mind.
The image below shows the most popular products ranked by customer motivation and engagement.
How Creative Advertising Is Created
Let's look at working with a matrix using a specific example of creative advertising for a famous car.
How Creative Advertising Is Created
Based on the Rossiter-Percy matrix, the product is in the lower right quadrant. There is no person who would not be happy to buy a new car, so the motivation for this product is positive. As for consumer involvement, it is high: the car is quite expensive, and you should choose it wisely.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153410
There is a heart under the lower right square, which indicates that advertising should primarily influence a person's feelings. The easiest way to do this is to depict the emotions caused by the product in a picture. The two parking attendants who fought are clearly not indifferent to the car of this brand.
It is not possible to provide such examples of creative advertising for all existing products, but the main thing here is to understand the logic of actions. The table below contains recommendations for each position in the matrix, they will certainly help you.
How Creative Advertising Is Created
Finding creative ideas can be quite difficult, especially if you are tired or lacking inspiration. In this case, we recommend turning to one of three sources:
Show business.
Contemporary art.
Politics.
Let's take show business as an example. It's not that hard to come up with creative advertising based on it: it's enough to analyze the principles of this area of activity. What's the difference between two pop artists? Why is one famous, while the name of the other is even difficult to remember? Is it possible to project the star's "trick" onto your creativity?
Art, especially contemporary art, can also be a source of inspiration. Understand the authors' approaches to their works, identify the main concept and try to apply it to your work.
Politics is the science of managing the masses. Even the smallest country's history will probably contain cases that will push you to another extraordinary idea.
There are many examples of creative advertising. But not all the plots of videos or ideas for events come to marketers "from space". In order to create something new and truly interesting, you often have to work hard. And this is exactly where a specially developed system for generating ideas comes to the rescue.
Download a useful document:
Checklist: How to Achieve Your Goals in Negotiations with Clients
5 Rules of Creative Advertising
Follow certain rules.
Often, when creating this type of advertising, fragments of an image developed for other media are used. For example, some marketers simply take a frame from a video and transfer it to a billboard by the road. This can hardly be called an example of creative advertising.
One photograph is not able to convey the meaning of the entire video sequence. Such advertising not only loses its creativity, but often becomes simply meaningless for the consumer. Therefore, we repeat: when creating a specific communication tool, you need to follow the rules developed for it.
Focus on your target audience.
Advertising should appeal primarily to the people it is intended for. It should also be placed in places where it will bring the greatest benefit. It is even better if you can kill two birds with one stone.
For example, you have created a creative advertisement for pedestrians. But why not place a billboard near a bus stop? It will be a double benefit. The advertisement will be seen not only by people waiting for transport, but also by drivers of passing cars.
If the information is intended only for motorists, slightly different rules apply. First of all, place the billboard in the most visible place. Do not make the design too complicated. Try not to overdo it with creativity. Remember: a driver is not a pedestrian, and he only has a few seconds to perceive the information.
If you want your advertising to work, only put the most important information on your billboard.
Choose your environment wisely.
Outdoor advertising will only be useful if it fits into the surrounding environment. This means that the colors of the posters should be selected taking into account the characteristics of the area and the time of year.
For example, even the most creative advertisement placed on a blue background will not impress the audience if it blends in with the color of a clear summer sky. And transport drivers will not pay any attention to such a billboard at all.
Advertisements made in warm yellow-orange tones will not look very good in autumn when the leaves are falling. White posters are inappropriate in winter. It is pointless to hang a red billboard on the wall of a brick house. Unfortunately, there are quite a few such examples of unsuccessful placement of creative advertisements.
Don't go to extremes.
When developing a project, always stick to certain frameworks. Do not think that the more creative, the better. This is not true at all. Sometimes a simple idea can bring much more benefit than the most extraordinary idea.
Today, advertising is everywhere, and it is becoming increasingly difficult to win the audience's attention. That is why it is not some sophisticated concept that is difficult to understand that can work, but ordinary verbal elements: three-dimensional pictures, bright colors, even specially made typos.
Don't forget about balance.
It must be present always and in everything. The visual and verbal components of creative outdoor advertising must be in perfect balance. The size and proportions of the slogan must correspond to all other elements of the advertising message.
At the same time, the slogan must be eye-catching so that consumers can easily read and remember the communication message addressed to them. Here, a lot depends on the advertising medium. For example, if it is vertical, the slogan size should be about 1/18 of the image height. If the medium is horizontal, 1/6 will be enough.
But the consumer's attention should not be focused solely on the slogan. It is necessary to make it so that a person can easily read other important information - the name of the brand itself and contact information. What is the point of even the most beautiful phrase if it is not associated with the name of the company?
And why do we need advertising at all if people can't go to the right address?
On the other hand, overloading the ad with contact information is also not worth it. The consumer simply will not have time to read or will not be able to remember too much data: phone, fax, website address, directions, etc. If you look at any example of creative advertising, you will see that only the most necessary is listed there.
How Creative Advertising Is Created
Using this matrix is not too difficult. It has yahoo email list
two parameters:
Motivation – positive or negative. This refers to the emotional charge of the product.
Involvement – high or low. This refers to the degree of customer involvement in learning about the product.
You figure out which square your product falls into and, depending on that and the signs under the table, you create creative advertising. For example, if there is a heart under the square, your message should be aimed at consumers' emotions, if the brain - at their mind.
The image below shows the most popular products ranked by customer motivation and engagement.
How Creative Advertising Is Created
Let's look at working with a matrix using a specific example of creative advertising for a famous car.
How Creative Advertising Is Created
Based on the Rossiter-Percy matrix, the product is in the lower right quadrant. There is no person who would not be happy to buy a new car, so the motivation for this product is positive. As for consumer involvement, it is high: the car is quite expensive, and you should choose it wisely.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153410
There is a heart under the lower right square, which indicates that advertising should primarily influence a person's feelings. The easiest way to do this is to depict the emotions caused by the product in a picture. The two parking attendants who fought are clearly not indifferent to the car of this brand.
It is not possible to provide such examples of creative advertising for all existing products, but the main thing here is to understand the logic of actions. The table below contains recommendations for each position in the matrix, they will certainly help you.
How Creative Advertising Is Created
Finding creative ideas can be quite difficult, especially if you are tired or lacking inspiration. In this case, we recommend turning to one of three sources:
Show business.
Contemporary art.
Politics.
Let's take show business as an example. It's not that hard to come up with creative advertising based on it: it's enough to analyze the principles of this area of activity. What's the difference between two pop artists? Why is one famous, while the name of the other is even difficult to remember? Is it possible to project the star's "trick" onto your creativity?
Art, especially contemporary art, can also be a source of inspiration. Understand the authors' approaches to their works, identify the main concept and try to apply it to your work.
Politics is the science of managing the masses. Even the smallest country's history will probably contain cases that will push you to another extraordinary idea.
There are many examples of creative advertising. But not all the plots of videos or ideas for events come to marketers "from space". In order to create something new and truly interesting, you often have to work hard. And this is exactly where a specially developed system for generating ideas comes to the rescue.
Download a useful document:
Checklist: How to Achieve Your Goals in Negotiations with Clients
5 Rules of Creative Advertising
Follow certain rules.
Often, when creating this type of advertising, fragments of an image developed for other media are used. For example, some marketers simply take a frame from a video and transfer it to a billboard by the road. This can hardly be called an example of creative advertising.
One photograph is not able to convey the meaning of the entire video sequence. Such advertising not only loses its creativity, but often becomes simply meaningless for the consumer. Therefore, we repeat: when creating a specific communication tool, you need to follow the rules developed for it.
Focus on your target audience.
Advertising should appeal primarily to the people it is intended for. It should also be placed in places where it will bring the greatest benefit. It is even better if you can kill two birds with one stone.
For example, you have created a creative advertisement for pedestrians. But why not place a billboard near a bus stop? It will be a double benefit. The advertisement will be seen not only by people waiting for transport, but also by drivers of passing cars.
If the information is intended only for motorists, slightly different rules apply. First of all, place the billboard in the most visible place. Do not make the design too complicated. Try not to overdo it with creativity. Remember: a driver is not a pedestrian, and he only has a few seconds to perceive the information.
If you want your advertising to work, only put the most important information on your billboard.
Choose your environment wisely.
Outdoor advertising will only be useful if it fits into the surrounding environment. This means that the colors of the posters should be selected taking into account the characteristics of the area and the time of year.
For example, even the most creative advertisement placed on a blue background will not impress the audience if it blends in with the color of a clear summer sky. And transport drivers will not pay any attention to such a billboard at all.
Advertisements made in warm yellow-orange tones will not look very good in autumn when the leaves are falling. White posters are inappropriate in winter. It is pointless to hang a red billboard on the wall of a brick house. Unfortunately, there are quite a few such examples of unsuccessful placement of creative advertisements.
Don't go to extremes.
When developing a project, always stick to certain frameworks. Do not think that the more creative, the better. This is not true at all. Sometimes a simple idea can bring much more benefit than the most extraordinary idea.
Today, advertising is everywhere, and it is becoming increasingly difficult to win the audience's attention. That is why it is not some sophisticated concept that is difficult to understand that can work, but ordinary verbal elements: three-dimensional pictures, bright colors, even specially made typos.
Don't forget about balance.
It must be present always and in everything. The visual and verbal components of creative outdoor advertising must be in perfect balance. The size and proportions of the slogan must correspond to all other elements of the advertising message.
At the same time, the slogan must be eye-catching so that consumers can easily read and remember the communication message addressed to them. Here, a lot depends on the advertising medium. For example, if it is vertical, the slogan size should be about 1/18 of the image height. If the medium is horizontal, 1/6 will be enough.
But the consumer's attention should not be focused solely on the slogan. It is necessary to make it so that a person can easily read other important information - the name of the brand itself and contact information. What is the point of even the most beautiful phrase if it is not associated with the name of the company?
And why do we need advertising at all if people can't go to the right address?
On the other hand, overloading the ad with contact information is also not worth it. The consumer simply will not have time to read or will not be able to remember too much data: phone, fax, website address, directions, etc. If you look at any example of creative advertising, you will see that only the most necessary is listed there.