How Creativity enhanced Integrated Marketing Communication IMC / Creativity :

 Creativity:

Creativity means to create, to originate or to generate a unique ideas that does not exist or present in previous add in order to attracts customers , grasp their attention for the purpose of increasing  their audience, clients and customers. It means to combining two or more previously unconnected objects or ideas and generate new idea or something new. Creativity is very important in advertising . For creativity we needed art director and creative directors.

Creativity enhances IMC :

 It will inform the people.

 It will persuade the people.

 It will keep reminding the people.

Creativity help Message Inform:

Creativity has ability to inform. It will make a campaign more clear and researchers believed that this clearness attract attention of customers ,maintains interest and stimulates thinking. We can used different words, verbal, non-verbal , visual metaphor, color , illustrations,

designs and themes.

Creativity helps Message Persuade :

It will help to motivate people to some actions or attitudes, copy writers have created new myths and heroes. It will create a unique and distinctive image in the minds of clients and customers.it will makes you to think, it will change your perceptions . it will rises the value of product.

Creativity helps IMC Remind :

It will help to keep reminding . but the repetitions of the add make you boring and diminishing marginal return . Only creativity can make the add entertaining.

Creativity puts boom in campaign:

 We can use funny appeal to make add creative.

 But not always funny , we can also used others appeals as well.

 Good push lines are also required for creative add.

 We can also use unique and different meanings in our add and it must have better

understanding .

Styles of thinking :

There are two styles of thinking . first one is faced based style . In this style, people prefer reasons, logic ,structure and technical explanation. Second one is value based style, this style of people make decision on intuitions, values and ethical judgement , emotional and metaphorical. Both of styles are used but fact based style is more used because it will provides us information about the product.

Example of Creative add:

1. Google Search Add :

In this add , creativity is used. It is a fact based style add. In this add, it is providing information that how can we make a proper use of google .In this add, emotional appeal is also used when two friends meet with each other and they starting crying. This add is promoting values etc.

2. Fast food of Mc Donald’s Add :

In this add, creativity is used in color because color has a psychological impact on audience. They will exaggerate the size of burgers, used red, yellow, green color to attract the attention of customers. Offering different deals and discounts to grab the attention of customers.

Impact of Media on 4 Ps of Marketing:

Impact of Media on 4 Ps of Marketing:

Media has a very great impact on 4 PS of marketing. Through these 4 PS , media can communicate with their audience , provide awareness about their product , ideas, goods and services. Maximum number of people become aware of their product. In this way , more profit can be generated . it can also create competition among their competitors . When maximum number of people become aware of their product , so demand starting increasing so they will be able to capture value from customer which is in the form of price. The standard of living can also upgraded. Through these 4 PS , organization can decide about the distribution of their product. They can decide in which area our product can be available and how can be promote our product. The impact of media on 4 PS is that the image of product can be enhanced, people become aware about the offer, sales . they become aware about the availability of product etc. .It can be explained further with the help of advertisement of head and shoulders , clear shampoo and RIO biscuit.

4 PS of Marketing :

This includes product, price, place and promotion .

PRODUCT :

The organization can decide that which product they want to launch and advertised . what is the design, features, varieties , flavors and packaging does our product have . We have to make our Product unique and different from competitors so that customers can be attracted towards our product.

Product of Clear Shampoo:

Clear Shampoo is a brand of Unilever . They have different sizes of bottle . the quality of clear shampoo is that it has less price . , Clear shampoo is more effective for dandruff , itching  ,dryness, burning, and irritation. The varieties of clear included shiny , herbal fusion , soft ,lemon fresh , complete clean , hair fall and black and shine etc.

Product of Head and Shoulders Shampoo. Head and Shoulders focus on beauty of hair and fighting with dandruff. It has different varieties, different sizes of bottle and it is an American brand. The varieties of head and shoulders included anti- hair fall , cool menthol, silky black , lemon fresh , dry scalp and smooth and silky etc.

Product of RIO Biscuit :

Rio is a brand of peek freaks. It has different size of packets. Its packing is good. It is also available in different flavors such as strawberry , Chocolate And Vanilla..

PRICE :

After the selection of our product , the next step is to collect price from customer . we can provided them different offers, discounts or sales to attract their attention towards the product. Price is the most thing which attract the customer. In this , we compare our prices with our competitors. These products have different prices on he basis of the size of packets and bottles .

Advertisement of Clear Shampoo:

For instance the price of 200 ml bottle of clear shampoo is RS/- 198. The competitor of clear shampoo is head and shoulders with a price of RS /- 199.

Advertisement of Head and Shoulders Shampoo:

Head and shoulders has a price of RS /- 199 . The competitor of head and shoulders is Pantene. It has a price of 200 ml RS /- 199 .

Advertisement of RIO Biscuit :

The price is one packet is RS/- 37. It has different prices on the basis of flavors and packets.

PLACE:

Now we have to aware the people about the availability of our product . distribution of product . in place we have to decide the location , area or which type of people will buy the product etc. .

Advertisement of Clear and Head and Shoulders Shampoo:

 For instance the clear shampoo and head and shoulders is available in utility stores, shops, markets or online stores. We can buy it from any where in Pakistan.

Advertisement of RIO Biscuit :

Rio biscuits is available in markets, shops, utility stores . we can buy it from any where.

PROMOTION:

After these 3 PS , the last and final step is to decide that how can we will promote our product . select which media is suitable for our product , what is the frequency of our add, how can we make it creative , in which channels our add can be displayed, in which time . which celebrity,  which type of message we communicate through our add . it can be rational, emotional, social etc. we can also see our budget and also select cost for promotion.

Advertisement of Clear Shampoo:

The add of clear shampoo is promoted by Fahad Mustafa and Mehwish Hayat . and it is promoted by TV advertisement , social media , electronic media, bill boards etc.

Advertisement of Head and Shoulders Shampoo:

 Head & Shoulders is  promoted through TV advertisements, social media ,sales promotion  print advertisements, bill boards, sponsorship and through Shahid Afridi.

Advertisement of RIO Biscuit :

Rio biscuit is prompted through TV advertisement, social media. Bill boards etc. Rio add is very creative because they used cartoon character in this add.