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Podcast Episode #71 Creativity in Advertising
Don’t you hate trying to come up with ideas for your advertising? The stumbling point is creativity. You know you should do something different so your ad doesn’t look like every other ad out there. Most people don’t think they are creative, so how do you generate creative advertisements?
In this episode of Power to the Small Business, we turn to Tom Altstiel for our creative answers. Alstiel is creative director and parter at Prom Krog Altstiel in Milwauke and he joins host Jay Ehret to discuss creativity in advertising. Altsteil is also co-author of the book: Advertising Creative: Strategy, Copy, and Design. Altstiel and Ehret discuss what real creativity is and how you can create creative advertising.
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ADVERTISING CREATIVITY SHOW NOTES
Creativity Definition: Presenting ideas in a way that most people don’t expect.
- People must be able to relate to your idea
- It is memorable
What is real Creativity in advertising?
- Unexpected – Presenting the familiar in a new and different way
- Relevant – Resonate with your intended target audience
- Strategic – Must be able to extend the idea into a campaign, and more than a one-time use
Benefits of creativity
- Builds your brand
- Creates long-term awareness
- Extends your marketing budget
SELECTED QUOTES FROM TOM ALTSTIEL
“You need to present ideas in a fresh way so that they’ll be more memorable. And the benefit of that is you’re able to spend less to get your message out.”
“Ultimately, the market decides if it’s good creative. If it gets attention, if it resonates with the target, if it motivates someone to take action, then it’s a great idea.”
“Humor…gets people to like your brand. It doesn’t necessarily get them to buy something. And if the objective is just brand recognition, I think humor is an excellent choice.””
Tom Altstiel’s Agency: PKA Marketing
Buy Tom’s Book: Advertising Creative: Strategy, Copy, and Design
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You may also be interested in reading: If you’ve ever said, “I’m not creative,” this is for you.