Read the article below an the answer the question:

a. summarize it's point, showing what you agree about it and what you disagree about it.

b. Suggest how companies in kuwait can use some of the article points in the local market.

CREATIVITY IN ADVERTISING What Creativity Combinations Work Best? When used in combination, creativity dimensions had widely varying effects. Relative effectiveness here shows the sales uplift a particular pairing enjoyed relative to average effectiveness. Despite the disparities, however, companies in our study used the 10 combinations in roughly equal proportion (shown here as a percentage of total usage), suggesting that many firms are not get- ting the most out of their advertising investments The most used pairing, flexibility plus elaboration, is one of the least effective The most effective pairing, originality plus elaboration, had almost double the impact. Flexibility Flexibility + + Synthesis Flexibility + + Artistic Value Synthesis Synthesis + Elaboration Artistic Value Elaboration LESS EFFECTIVE RELATIVE EFFECTIVENESS -99% RELATIVE EFFECTIVENESS -59% USAGE 11.6% RELATIVE EFFECTIVENESS -29% USAGE 8.8% RELATIVE EFFECTIVENESS -20% USAGE 0.498 RELATIVE EFFECTIVENESS -5% USAGE 9.7% USAGE 8.7% improvement in the creativity of ad campaigns. For instance, the types of creativity that agencies cur- rently emphasize are often not the most effective Predicting an ones at driving sales. In our research, we quantit Ad's Effectiveness To assess the creativity of your ad campaign, ask consumer respondents to score the ads on each dimension, on a scale of 1 to 7. by considering the questions listed below. (These question based on communications researcher Robert Smith's construct for measuring advertising creativity, are meant to be somewhat overlapping.) Your campaign's overall creativity rating is the average of the scores of each dimension. By comparing the scores of different campaigns, and analyzing the budget and sales effectiveness for each, you can improve your ability to predict the likely effectiveness of your creative ads and make smarter investments. fied the impact that each dimension has on sales. Although all of them had a positive impact, elabo- ration had by far the most powerful one (1.32 when indexed relative to the overall average creativity of 1.0), followed by artistic value (1.19). Trailing behind were originality (1.06) and flexibility (1.03), with syn- thesis a distant fifth (0.45). Yet the study shows that ad agencies use originality and artistic value more than they use elaboration. Possibly.companies think primarily of originality when trying to be creative. We also looked at campaigns that scored above the median on at least two dimensions and found that the variation in sales impact among the combi- nations was even greater than the variation between individual dimensions. Out of io possible pairs, we found that the most used combination--flexibility and elaboration, accounting for nearly 12% of all combinations-is one of the lowest performing: 0.41 indexed relative to the average of all pairs of 1.0. In sharp contrast, combining elaboration with originality (accounting for nearly 10% of all combos identified) had almost double the average impact on sales (1.96), closely followed by the combination of artistic value and originality (1.89, accounting for almost 11% of all combos). Interestingly, originality is often part of the most effective combinations, suggesting that this type of creativity plays an important enabling role. In esserce, being original is not enough-originality boosts sales only in the presence of additional cre- ative dimensions. Indeed, originality's power to en- able may be another reason that so many companies use it in ad campaigns, despite its mediocre individ- ual effectiveness. Originality Is the ad "out of the ordinary . Does it depart from stereotypical thinking? Is it unique? COCA-COLA "HAPPINESS FACTORY Flexibility Does the ad contain ideas that move from one subject to another? Does it contain different ideas? Does it shift from one idea to another? JACOES KRNUNG "TIME FOR CHATTING" 6 Harvard Business Review June 2013 Werner Reinarti profesor and Peter Satert is a research associate at the University of Cologie in Germany POS Creativity in Advertising When It Works and When It Doesn't and When by Werner Reinartz and Peter Saffert ASK A PROFESSIONAL in the bress what the key to and brand managers and the agencies pitching to success is in advertising, and you to takely get them have lacked a systematic way to assess the an answer that echoes the mantra of Stephan Vogel, effectiveness of their ads, creative advertising has Ogilvy & Mathet Germany's chief creative officer been a crapshoot. "Nothing is more efficient than toative advertising Drawing on research in communications psy Creative advertising is more memorable, longer last chology, we have developed a consumer survey ap ing works with esmedia spending and builds a fan proach for measuring perceived creativity along five dimensions. We applied this approach in a study of But are creative ste more effective in inspiring 437 TV advertising campaigns for 90 fast-moving people to buy products than ads that simply cata consumer goods brands in Germany from January Luque product attributes or benefits? Numerous 2005 to October 2010. We asked a panel of trained laboratory experiments have found that creative consumer raters to assess the creativity of the ads messages se more attention and lead to positive and we examined the relationships between their attitudes about the products being marketed, but perceptions and sales figures for the products. All there's no firm evidence that shows how those mes the product categories we studied-body lotion, sages influence purchase behavior Similarly, there is chewing gum, coffee, cola and lemonade, deter remarkably little empirical research that ties creative gent, facial care, shampoo, shavers, and yogurt-are messaging to actual sales revenues. Because product highly competitive and invest heavily in advertising 700 une grand business Reviews The document is thered or ceny WAS HE OTHER Sector 2015 Coong soningningement of more Our findings confirm the conventional wisdom elaboration (borrowed from the work of Joy Paul that creativity matters: Overall, more-creative cam- Guilford, another American psychologist) as well as paigns were more effective-considerably so. We abstractness and what he called resistance to prema- also found that certain dimensions of creativity are ture closure. more effective than others in influencing purchasing Fluency refers to the number of relevant ideas behavior and that many companies focus on the proposed in response to a given question (such as wrong dimensions in their campaigns. Moreover, we "list as many uses as you can for a paper clip"), and believe that by tailoring the survey model to reflect originality measures how uncommon or unique the the cultural preferences and triggers of consumers in responses are. Elaboration refers to the amount of de- different geographic markets, companies the world tall given in a response, and abstractness measures over can dramatically improve their ability to predict the degree to which a slogan or a word moves beyond the likely effectiveness of their creative ads and thus being a label for something concrete. Resistance to make smarter investments. premature closure measures the ability to considera variety of factors when processing information. What is Creativity? In the early 2000s Torrance's measures were In coming up with dimensions along which to mea adapted for advertising by the Indiana University sure creativity, we drew on social and educational communications researcher Robert Smith and his psychology literature that defines creativity as di- colleagues. They adjusted the definition of creativity vergent thinking-namely, the ability to find un to refer to the extent to which an ad contains brand usual and nonobvious solutions to a problem. One or executional elements that are different, novel, un of the pioneers in the field was Ellis Paal Torrance, usual, original, unique, etc." Their goal was to mea- an American psychologist, who developed the Tor sure creativity using only those factors most relevant rance Tests of Creative Thinking (TTCT), a battery to an advertising context. They came up with five di- of measures used to assess individuals' capacity mensions of advertising creativity, which form the for divergent thinking in the business world and in basis for our survey. education. Torrance scored responses to test ques. Originality. An original ad comprises elements tions along five dimensions: fluency, originality, and that are rare or surprising, or that move away from the obvious and commonplace. The focus is on the uniqueness of the ideas or features contained in the ad. An ad can diverge from norms or experiences Choosing the Right Model by applying unique visual or verbal solutions, for instance. Many advertising campaigns are anything In analyzing the relationship between creativity but original. The prototypical detergent spot shows and advertising effectiveness, companies typically a homemaker satisfied with an even whiter wash; use sales response models that are based on perfumes feature picture perfect models; and cars conventional regression analyses. We have found, cruise through beautiful landscapes free of traffic. however, that such regression is problematic One campaign we studied that excelled in the origi- because it assumes that the input variables (cre nality dimension was the surprising visualization ativity and ad budget, say) are independent of of the inside of a vending machine in the Coca-Cola one another in their effect. In the real world, the commercial "Happiness Factory." Longer a creative ad is aired, the more impact Flexibility. An ad scoring high on flexibility the creativity has on sales. smoothly links the product to a range of different That's why we use a hierarchical sales uses or ideas. For example, a commercial for the response model. Hierarchical models get Kraft Foods coffee brand Jacobs Kronung, which around the problem by nesting one regression aired in Germany in 2011 and 2012, showed a man model within another. This allows us to see both facing various domestic challenges (washing dishes, the direct impact of creativity on sales and the sewing a button on a jacket, dicing an onion, and amplifying effect of the budget, and thus arrive at making a bed) while a group of women enjoyed a cup a more accurate overall estimate of the effect of of coffee together. creativity on sales. Elaboration. Many ads contain unexpected details or extend simple ideas so that they become Do dimensions in their carpaigns, many companies are failing to make the most of their ad investments. Idea in Brief Numerous lab experi A new consumer survey ap An analysis of the survey ments have found that proach addresses that problem assessments relative to sales creative advertisements by measuring perceived cre figures confirmed that more- get attention and lead ativity along five dimensions: creative campaigns were, on to positive attitudes originality, flexibility, elabora average, more effective. The re- about the products tion, synthesis, and artistic sults also showed that certain value. dimensions of creativity are being marketed. But there's no firm evidence model in a study of 437 TV The authors applied their more effective than others, and that the dimensions often work showing how those mes advertising campaigns for 90 better in combination. sages influence pur- fast-moving consumer goods The findings suggest that chase behavior. brands in Germany by focusing on the wrong more intricate and complicated. One good example In our study, we asked a panel of trained con- is an ad for Ehrmann fruit yogurt-one of the lead-sumer raters to score the German TV ad campaigns ing brands in Germany-in which a woman eating on each of these dimensions, on a scale of 1 to 7; the yogurt licks her lips to reveal that her tongue looks campaign's overall creativity rating was the average just like a strawberry (Ehrmann made different ver- of its scores. We then looked for relationships be- sions of the spot for different flavors), considerably tween each campaign's score, its advertising budget, deepening the idea of fruitiness in yogurt. In another and the campaign's relative sales effectiveness. (For example, an ad for Wrigley's 5 gum, a man is sub- a brief discussioa of the statistical methods we used merged in tiny metal balls that bounce off his skin toin our study, see the sidebar "Choosing the Right represent the tingle one feels while chewing the gum. Model.") Synthesis. This dimension of creativity is about blending or connecting normally unrelated objects What We Found or ideas. For example, Wrigley aired a commercial Our study revealed dramatic variation in overall that featured rabbits corralled like cattle and fed ba- creativity scores across the campaigns. The average nanas, berries, and melon, making their buckteeth score for overall creativity was 2.98 (again, on a scale grow in as Juicy Fruit Squish chewing gum. The of 1 to 7). The lowest score was 1.0, and the highest commercial combines unrelated chjects (rabbits and 6.2. Only 11 of the 437 campaigns received an over- chewing gum) to create a divergent story line. all score above 5 (five of them were cola campaigns). Artistic value. Ads with a high level of artistic At the other end of the spectrum, 10 campaigns had creativity contain aesthetically appealing verbal, vi an overall score below 1.5. The scores mattered a lot, sual, or sound elements. Their production quality we found. A euro invested in a highly creative ad is high, their dialogue is ciever, their color palette campaign had, on average, nearly double the sales is original, or their music is memorable. As a result, impact of a euro spent on a noncreative campaign. consumers oiten view the ads as almost a piece of art. The impact of creativity was initially relatively small rather than a blatant sales pitch. One ad we studied, but typically gathered momentum as the campaign which scored among the highest in artistic value, was rolled out. an animated commercial for Danone's Fantasia yo We uncovered two interesting insights about how gurt that aired at the end of 2009. It showed a woman creativity enhances sales numbers. floating on a flower petal through a sea of Fantasia The dimensions have varying levels of influ- yogurt, surrounded by flowers laden with fruits. ence on sales. Companies have plenty of room for A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign