...Creative Advertising Matter? Brian D. Till and Daniel W. Baack ABSTRACT: Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay. Creativity is arguably a very important component of advertising. Advertising agencies pride themselves on industry awards, which are often focused more on the creativity of the advertising than brand performance. Past research on the topic has ranged from focusing on formulaic scales of creativity (e.g., Barron 1988; Kneller 1965; White and Smith 2001) to discussing creative strategy in holistic terms (e.g.. Bell 1992; Blasko and Mokwa 1986). A small number of empirical studies of creative advertising have been...
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...Cologne Business School (CBS) Beauty in the advertising industry Term Paper in Media Management Summer Semester 2012 Lecturer: Jana Baum Christin Schwarzhoff BA11 International Culture and Management / Media Management Student-Nr.: 1.6 11 306 Table of content 1. Introduction 3 2. Effects of Advertisings on Women 2.1 Dissatisfaction with the body shape 4 2. Statistics and surveys 5 3. The Image of a Woman in the Beauty Industry 3.1 Gender display in commercials 6 2. Criticism of advertising and thoughts about solutions 7 4. Dove Campaign 4.1 Campaign for Real Beauty 8 4.2 Dove ‘Evolution’ 9 4.3 Success of Dove Campaign 9 5. Conclusion 10 6. Bibliography 11 7. Declaration 13 1. Introduction The term paper at hand deals with the beauty in the commercial industry. Looking at commercials in magazines, on billboards or on television, it is recognizable that most of these advertisings use the image of a perfect world. Especially in beauty advertisings beautiful flawless women present products promising the consumer to look as beautiful as the model after using them. But how effective are these advertisings and how do they affect society? This term paper will discuss the negative influence of those commercials on women in today’s society. Furthermore it will figure out whether a television commercial with a realistic understanding of beauty can be successful in a consumer-based...
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...for legislature to limit the violent or otherwise controversial advertising seen on television today. The boundaries of what is considered obscene or offensive are being tested every day during that three-minute advertising spot in our television programming. Television advertising is more and more crucial for manufacturers to reach their potential buyers and they use their time to grab the audience's attention. Shocking commercials filled with sex or alcohol that target practically any age group are widely used, even if the commercial makes almost no sense. What advertisers fail to see is the effect these ads have and potential influence on the viewing audience's behavior patterns and the deterioration of our society. Is this what we want when sitting down with family members, young or old? To view unnecessary violence or sexual filth and not have any control other than to scramble for the remote control to quickly change the channel? Legislature should pay a bigger role in dictating what can be done in television commercials to limit the amount of sex, violence and alcohol use. Some sort of censure needs to take place to make it known that many of the behaviors seen in these ads are not acceptable behavior in a polite society. Advertising Of The Past From the beginning, television advertising has become increasingly important for manufacturers to gain the attention of possible consumers. Advertising in the 1950s and 1960s was mainly focused on children audiences...
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...advertisingpretesting The use of negative emotions in advertising Chuck Young, Ameritest, argues that the most effective ads are those that exploit the negative emotions of the consumer to drive advertising impact M ANY ADVERTISERS ARE wary of creating ads that evoke negative emotions in consumers, for fear of creating negative associations with their brand. This is not surprising, since the mental processes involved in transferring emotions generated by advertising to the emotional equity of a brand are not understood: playing with the dark force can be risky. I remember one of the first copy tests we conducted for IBM. Ogilvy had created ‘Blue Letterbox’ TV executions; however, this one had an unusual twist. The commercial had a dark storyline about hackers breaking into a company’s accounting systems and emailing sensitive payroll information to the entire company, but the story ended on a promise that IBM software would keep your systems secure. There was a debate at the highest level about this. Lou Gerstner, then CEO of IBM, who was engaged in his turnaround of the high-tech giant, was not sure about it. Steve Hayden, head creative on the account was a strong advocate. To resolve their debate, the two agreed to research. The lesson from research was that TABLE 1 negative emotion, properly used, can be a powerful driver of commercial performance. The commercial generated strong pre-test scores, and Lou agreed to run it. Tracking data validated the ad’s effectiveness...
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...of TV advertising From 1941 to 1990s Firsts The first TV ad in the history of television advertising was broadcast on NBC’s WNBT for the Bulova® Watch Company before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The ad featured a Bulova® watch displayed over the map of the United States. The Bulova® Watch Company paid 9 dollars for a 10 second spot and went down forever as the first TV ad in the history of both the world and U.S. television advertising. By 1948, many additional advertisers were using television spots to reach the large audience that owned television sets. Television's spreading popularity merited the formation of the American Association of Advertising Agencies to regulate commercials. Television was so popular during that era that even the movie studios feared that television would dominate all other media! It's shocking to compare the first commercial's 9 dollar price tag to a modern day 30-second TV spot during the Super Bowl which costs several million dollars! The first TV commercial shown in Britain was for Gibbs S R Toothpaste, which lasted 60 seconds, and was broadcast on September 22, 1955. This commercial earned its place as a first in the history of TV advertising completely by chance. In a lottery drawn with 23 other commercials to determine who would go first, Gibbs S R Toothpaste was the one that came up the winner. The 1950s also brought about significant changes in television advertising. More advertising options...
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...May 19, 2014 While advertising media can be expensive, it is one of the best forms of advertising in today’s society simply because it reaches the target audience before any other. The way that technology has taken over, majority of us are using some form of media on a daily basis. What is advertising? Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. (Evolution of Advertising, Chp 1) Any where we look, we are bound to see some form of advertising. Flyers, billboards, posters and many other different type of advertising are pretty much visible anywhere. Most people are aiming to inform a certain target audience about a specific service or product. Some posters and billboards are simply sending out a message to society. There are so many forms of advertising in today’s society. Some of our most popular ones are social media, such as, Facebook, Twitter and Instagram. Many entertainment promoters have cut down the amount of flyers and papers they used and stick with social media. Often times while browsing the internet we get those ads that pop up on the top or bottom of the screens, that can be annoying which some people use the pop up blocker. What is media advertising? Media advertising is a form of advertising through things such as radio, television, print, and digital. Every day we come...
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...Gender bias in advertising Advertising has a significant role in society of consumers. Nowadays it can be seen almost everywhere and it becomes more and more obsessive. Any goods or service that advertised has its own customer. To make the advertising work, it is important to show a certain image of a person or how it called “the reflection of the recipient”, for whom the advertising is made (Wolska). As a result a lot of gender stereotypes and biases can be observed. Though the difference between social status of men and women is smaller now than in past, mass media monumentalizes a lot of traditional stereotypes. Advertisements show women more often than men because it’s considered that purchases usually made by them (Wolska). They usually have a specific role like housewife, who tries to clean house properly or to make a nice dinner for her family. Another example is a beautiful and mystery woman who advertises some cosmetics or clothing etc. As for men, they usually imagined like self-confident businessmen or sportsman with great physical training etc. It is interesting fact, that both male and female products commercials usually interacts towards women in the same way as they often buy male products too for their husbands or children. So it is important to show such male stereotypes in commercial that could be acceptable for both men and women. At the same time, it is very rarely when commercial aimed toward women work in the same way on men (Edmonds). Is presence...
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...How a Commercial Advertising make difference on Consumption Student Name: Enya Li Student Number: 015FM711 Shanghai Donghua University-Raffles International Design Institute Course Code: AYEL9001 Joycelin Oct. 25th ,2012 How a Commercial Advertising Make Difference on Consumption Advertising is a communication and marketing tool that deliver the information to the audience in public by a specific type of media, so as to change the customers' minds coming up with some new acknowledge, and persuade them to consume with a good brand image. Therefore, the objective of advertising firstly is to convey the information accurately. Secondly it is to establish a good brand image, while persuading the customers to consume. Also it can satisfy the aesthetic needs of customers. Moreover, a commercial advertising is a paid advertising straightly for profit that it also deliver the effective commercial information by a specific type of media, but there is a difference about the commodity-oriented between the audience. For this study, I chose the sources of information from two books and Internet. One of the books is called "Advertising, the Uneasy Persuasion", written by Michael Schudson. The other is called "You Actually Don't Know about Advertising", written by Liu Wei. And the source from Internet is a article, called "How Enterprise Make Brand Marketing in an Advertising Objectionable Age". ...
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...advertisements such as billboards, benches or commercials on TV and almost everywhere else we go. Our society is constantly influenced by advertising. While enthusiastic people work hard to create their masterpiece of a commercial, most people try to avoid them due to the inconvenience of them interrupting their favorite TV show. Today they have become a part of our life and the competition to produce an effective commercial is always booming. A reason for the widening of advertising is certainly the stressful expectation to produce a unique representation of a product that stands out in the market, as well as selling the product itself. TV commercials are used to attract the audience and the producers spend a lot of money and time to obtain the attention of the viewer. The most glamorous commercials I feel are certainly those of perfumes. That is why I chose to do this paper on two perfume TV commercials and examine the features that are used to produce an effective advertisement. One will be a TV commercial of 1962 that deals with the perfume “Young Love” while the other represents the “Chanel No.5 “production of 2006. These are chosen to point out the difference with regard to the use of visuals and text that are important for the development of a commercial. A TV commercial usually consists of text, visuals and sometimes incorporates music. All these features seem to be essential for the success of an advertisement. In the TV commercial Young Love a lot of Ethos, Pathos, and Logos...
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...is used in advertising and where it may go tomorrow. This essay will discuss how television and advertisements viewed during programs have the same nature. This essay will make it obvious that advertising is meant to go together with the programs that are being seen at the time. This is most effective when it is in a similar subject as the television programs that are being watched like sports themed commercials during major sporting events and other commercials written and produced for those types of television shows. Sports events are probably the most the common type of programs that bring in television commercials that are designed for the type of program. Often in American football there are beer commercials and advertisements for other products that either use sports players – in this example football stars are saying that they are good or advertisements that have football content. These commercials are usually made to get men who watch these sports events to buy their goods. They are often between twenty and thirty years old as these are the people who the main ones who are watching the sport. Sports shows are not the only types of programs that encourage companies to sell their goods specifically for the type of television show. Another common way that advertisers try to get their ads to their buyers is by playing them on channels or during certain programs that they expect the people who will buy their goods to be watching. For example many commercials for electronics...
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...Advertising techniques and their influence on consumer’s behaviour The estimated time the average US citizen spends in front of the TV screen is 1500 hours per year. He watches not only shows, programs, movies and matches but also 38 000 of the advertising films at that time. What is more, he sees or listens to 100 commercials every day, invasive in other mass media, like the Net, newspaper or radio, not to mention all those leaflets in his mailbox and banners on the Net and billboards on the street. ( Falkowski, Tyszka ) The reason why advertising is omnipresent is quite obvious. It is the best way to encourage people to buy things or to use some services. Otherwise, no one would spend so much money on this business. Commercials accompany our life nearly at every turn. They get into our language, the way we perceive the world, think and create relationships with other people. However, we do not realize their power. We believe that we choose certain coffee brand because of its objective value. Most of us are confident the advertising has nothing in common with our choices. The rest think that commercials affect others, not themselves. It figures that we all cherish illusions. In fact, adverts exhort us to buy things we do not really need. As an author of this text I would like to show how this mechanism works and what kinds of conditions need to be performed to make advertising effective. It is important because we really seem to live in the advertising age. Advertising...
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...A Comparison and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams...
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...Super Bowl that is quite notorious for its sexual content. The commercial, called “Catfight,” goes from a poolside argument into an angry, clothes-shredding, wrestling match between two women who end up in bras and underwear. The ad was broadcasted to millions of homes during the National Football League’s Super Bowl. Sex and the marketing of beer are virtually inseparable. Nonsexual products, such as beer, are sexualized and convey women as means of advertisement and objects. The purpose of this paper is to inform and show readers how women in advertising are being symbolized as objects of desire and as commodities, rather than human beings. The commercial begins with two women having casual conversation about beer, leading to a fight over why Miller Lite is the better beer. One claims that it is the taste of the beer and the other claims that it is less filling. The verbal struggle erupts into a physical battle between the two women, starting with the brunette flipping the table over. The blonde then punches the brunette, which is followed by the brunette throwing the blonde into a fountain and they fight as they rip each other’s clothes off. Soon down to their bras and underwear, the two continue to wrestle all while moaning. As bystanders stare, the fight moves into a cement pit where the women bump and grind against each other. The commercial then cuts to two men in a bar laughing at what a great commercial the viewer just saw would make. To the side of them, two women...
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...about segments we targeted) • Pushed advertising more in beginning (Sonite); Small increase with commercial team (Sonite) • Slight to giant decrease in advertising (Sonite); Significant increase in commercial team (Sonite) • Enter the Vodite Market at lowest cost possible • Spend more on advertising; gradually increase commercial team (Vodite) • Modify Vodite product to meet the wants of Innovators segment C) Adjustments • Pushed the commercial team after noticing the size of leading team . *During Rounds 1 and 2 . -We did not focus much with the commercial team. Small increases made, however nothing off the board. . -We should’ve lowered our advertising costs so we could rise the commercial teams a little bit more. . *During Round 3 . - Increased our commercial teams because we noticed that top competitors were taking on that strategy. We focused on the allocation of commercial team members . *During Rounds 4 . -Good results in increase of the commercial team . **However, we took the initiative to push the commercial team after we noticed the size of the leading team. • Noticed little impact from advertising for Sonite products . -Rounds 1 and 2 . -Reduced advertising on LOCK since it was not the best brand for us and increased on the LOOP product. Those decisions were based off the advertising experiments we bought through market research...
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...AND SOCIETY 2 Introduction As technology changes in the communication environment, the impact is felt in the advertising field. In case advertisers fail to adapt as well as monitor the changes being witnessed field of technological communication, they face the threat of losing millions of funds, which they direct to ineffective advertising spending. The DVR (digital video recorder) is one of the major revolutions in technology that advertisers should familiarize themselves with to remain successful in the industry (O'Guinn, Allen, & Semenik, 2011). Since a DVR makes it easy for a viewer to avoid advertisement commercials, it can have significant implications on the creative and placement strategies that the advertising industry exercises. The DVR is creating serious fears to the advertising industry, some certain opportunities are provided by the DVR technology. The advertising industry realizes opportunities by establishing mutually dependent affiliations with television networks, hence creating a communication platform that offers economic benefits to the two entities (Neff, 2010). The focus of this article is to depict the impact that DVR has on advertisers based on the technological advancements that realized in the communication environment. Discussion DVR Adoption Overview For advertisers to develop innovative and placement strategies in the advertising environment, they should understand the manner in which they can distribute messages and how the audience retrieves...
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