A look at the consumer response to creativity in advertising

Laura Lee M.

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A look at the consumer response to creativity in advertising

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Abstract

This chapter will provide an outline of the topics that will be covered in this proposal. It will briefly give an overview of the proposed research topic and acknowledge the importance of this study. Next, the literature review and the methodology chapters will be summarized. This will give a comprehensive overview of what this proposal entails and why this information is essential. The topic of this study is creativity in advertising. Specifically, this study will test the effect the elements of creativity have on attitude towards an advertisement and on the overall likability of the advertisement. The results of this study will help determine the importance of creativity in advertising. They will also provide a better understanding of the role of creativity in communication to consumers, and the consumer response to creative advertising. These results will provide insight for developers, businesses and consumers. The second chapter in this proposal is the literature review. This chapter begins with a further discussion about the topic and its importance. This section briefly overviews the objectives of marketing and the role of advertising in this strategy. It also addresses the issue of clutter and suggests ways to break through the clutter to penetrate the message. The chapter then moves to a section on effective advertising, which acknowledges the need for a strong marketing background.

Introduction.
1. Topic.
2. Summary of second and third chapters.
The importance of creativity in advertising.
Effective advertising.
1. The need for a strong marketing background.
2. The elements of effective advertisements.
3. Factors affecting effectiveness.
Creativity.
1. Meaning of creativity.
2. Properties of creativity in advertising.
Consumer memory processing.
1. Elaboration likelihood model and other models for consumer memory processing.
2. Effects of creativity on the elaboration likelihood model.
3. Factors affecting memory processing.
Need for study.
1. Importance of study: Effect on industry.
2. Benefits to businesses.
3. Benefits to consumers.
Future research.
Methodology.
1. Hypotheses.
2. Questionnaire design.
3. Sample.
4. Hypotheses testing.
5. Analysis.
Results.
1. Values.
2. Hypothesis one.
3. Hypothesis two.
4. Other notable findings.
5. Limitations.
Conclusion.
References.

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[...] The goal of this chapter is to give a comprehensive overview of the elements in advertising strategy and creation and the role of creativity in this process. The goal of this study is to test two hypotheses, which are identified in chapter 3. These hypotheses revolve around the theory that creative advertisements (which are marked by novelty, meaningfulness and emotional content) increase the attitude towards the advertisement in comparison with conventional advertisements. The proposition of this study is that by evoking a more positive attitude toward the advertisement, creative advertisements will enhance the attraction of the advertisement itself and, in turn, will also increase the favourability of the brand it represents. [...]

[...] This gives a response rate of only Although this is a low response rate, the completion rate was exceptionally high for an online survey: Therefore, this sample size was used for analysis despite the inability to reach the target sample : Hypotheses Testing To test hypothesis one, the dimensions of advertising creativity were tested using Likert scales adapted from Ang & Low (2000). Novelty was measured by four 7-point Likert scales: predictable/novel; ordinary/unique; expected/unexpected; routine/fresh. Meaningfulness was tested by two point items, which indicate how well the viewer could recognize a relationship between the advertisement and the product. [...]

[...] This is barely looked at in advertising studies and does not allow for a natural response for advertising stimulus, as it would be compared to advertisements placed in the environment. Also, as previously discussed, there needs to be more attention given to the creative process itself and the actual features of advertisements. There should also be considerations of aided versus unaided recall. A closer look at media and other sensory images is suggested as well. Also, demographic groups should be analyzed to find differences in perceptions : Conclusion Upon starting this review, one may not have clear as to how exactly creativity affects the memory and consumer mind and maybe thought it was just another part of advertising. [...]

[...] Consumers will look further into the message in a creative advertisement because they are enticed to understand it's meaning. This elaboration process increases the likelihood that this message will be stored in their memory for future purchasing behaviour. Advertisements that were rated highest on all three dimensions of advertising creativity (emotional content, novelty and meaningfulness) were considered to be more creative. However, it is evident that there are many other considerations that influence the evaluation of creativity in advertising. The conclusion further elaborates on the connotations presented by this study. [...]

[...] Till and Baack (2005) have also conducted studies with regard to the effect of creativity in advertising and found creativity to have a positive effect on purchase intention, which affirms that creativity is an effective part of advertisements. Their study required that 80% of students had to come to a consensus that the advertisement was creative. The study found that 70% of the advertisements that were liked were classified as creative, whereas only 46% of those that were disliked were considered creative. [...]

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