Creative Advertising Strategies: Improving Campaign Effectiveness through SCAMPER, Brainstorming and Lateral Thinking

• DOI: https://doi.org/10.22533/at.ed.2164102415052

• Palavras-chave: Advertising and Marketing, Creative Methods, Brainstorming, SCAMPER, Lateral Thinking, Advertising Writing, Tone of Voice, Emotional and Rational Appeals, Successful Campaigns, Media Strategies.

• Keywords: Advertising and Marketing, Creative Methods, Brainstorming, SCAMPER, Lateral Thinking, Advertising Writing, Tone of Voice, Emotional and Rational Appeals, Successful Campaigns, Media Strategies.

• Abstract:

  
  This scientific article addresses creative methods in Advertising, highlighting the importance of techniques such as Brainstorming, SCAMPER and Lateral Thinking in developing effective campaigns. The research emphasizes the creation of impactful slogans, guided by the target audience and specific campaign objectives, exploring the relationship between tone of voice and emotional, rational, moral and social appeals in advertising writing. Additionally, the article analyzes successful campaigns such as Dove's "Real Beauty" and American Express's "Small Business Saturday," illustrating how creative choices can be effectively applied to engage audiences. Additionally, the differences between sketches, scripts and storyboards in the preparation of audiovisual advertising materials are discussed, with practical examples of each format. The article also explores diverse creative executions across media such as social, television and print, exemplified by Coca-Cola's "Share a Coke" campaign. This investigation provides valuable insights for professionals and students seeking to improve their skills in creating effective and emotionally resonant advertising.