Premium Essay

Does Creative Advertising Matter

In: Other Topics

Submitted By kidplenty
Words 7778
Pages 32
RECALL AND PERSUASION
Does 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 completed (e.g., Ang and Low 2000; Kover, Goldberg, and James 1995; Kover, James, and Sonner 1997; Pieters, Warlop, and Wedel 2002; Stone, Besser, and Lewis 2000; White and Smith 2001), but the studies, while individually interesting, taken as a whole, have not portrayed a particularly cohesive or comprehensive understanding of creative advertising. As one...

Similar Documents

Premium Essay

Aaalecutre

...LECTURE 5 Effective and Creative Ad Messages & Strategies (Part I) FURTHER READING: Shimp (2013) – Chapters’ 10 & 11 (p. 297-307) 1 Advertising Creativity (1.) Determines what the advertising  message will say or communicate Creative Strategy (2.) Defines the values and brand attributes  that need to be communicated to the  consumer in a distinctive and compelling  way that takes advantage of the medium (i.e., TV, Billboards etc) 2 The Role of Creativity Creative Ads share TWO key  characteristics:  Originality  Appropriateness 3  The Silhouettes campaign for the iPod is an Example of Creative  Advertising (it is both original and appropriate) 4 Creative Strategy – the starting point 1. What are you Advertising & why (i.e, the brand, product,  service, a promotion, some news etc)? What is the Brand’s communication past (i.e, looking at the  brand’s positioning, personality & focus)? What needs to be done (i.e, what are the deliverables)? Who are you talking to? (Demographics) 5 2. 3. 4. Creative Strategy – the starting point (Cont…) 5. 6. Who are you talking to? (Psychographics) What is the personality & tone (i.e, the behaviour, character &  manner)? What is the selling idea (i.e, the most persuasive thing you can  focus on to change customers’ behaviour/attitude)? What do you want the consumer to do (i.e, evoke  emotion/action, feelings etc)? 6 7. 8. Creativity: The CAN......

Words: 1110 - Pages: 5

Premium Essay

Confessions of an Advertising Man

...Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, 2006 About the Author David Ogilvy is known as the father of advertising in many advertising circles. He attended Christ Church College, Oxford, but did not graduate. Instead he moved to Paris and became a chef at the Majestic Hotel. Later he became a door to door salesman where he wrote a Manual advising other salesman on how to increase sales. After the success of the manual, his brother who was working for Mather & Crowther convinced the agency to hire Ogilvy as an account executive. After a working for the agency for a while, Ogilvy convinced them to send him to America for a year. After in America for a few years, and working various jobs, Ogilvy started his own agency in America with Mather and Crowther. Soon Crowther left and it was just Ogilvy and Mather. It was hard for him to get clients in the beginning, but he soon built a clientele that was very respectable, including Hathaway shirts, Schweppes, and Rolls-Royce. In 1989, Ogilvy & Mather was bought out by WPP for a large profit. Ogilvy served as WPP non-executive chair for three years. Ogilvy died in 1999. Ogilvy published several books while during his career, including Ogilvy on Advertising and Confessions of an Advertising Man. Abstract In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. He goes through different......

Words: 4050 - Pages: 17

Premium Essay

David Ogilvi

...Confessions of an Advertising Man By: David Ogilvy Jacob Shelton July 18, 2006 About the Author David Ogilvy is known as the father of advertising in many advertising circles. He attended Christ Church College, Oxford, but did not graduate. Instead he moved to Paris and became a chef at the Majestic Hotel. Later he became a door to door salesman where he wrote a Manual advising other salesman on how to increase sales. After the success of the manual, his brother who was working for Mather & Crowther convinced the agency to hire Ogilvy as an account executive. After a working for the agency for a while, Ogilvy convinced them to send him to America for a year. After in America for a few years, and working various jobs, Ogilvy started his own agency in America with Mather and Crowther. Soon Crowther left and it was just Ogilvy and Mather. It was hard for him to get clients in the beginning, but he soon built a clientele that was very respectable, including Hathaway shirts, Schweppes, and Rolls-Royce. In 1989, Ogilvy & Mather was bought out by WPP for a large profit. Ogilvy served as WPP non-executive chair for three years. Ogilvy died in 1999. Ogilvy published several books while during his career, including Ogilvy on Advertising and Confessions of an Advertising Man. Abstract In Confessions of an Advertising Man, David Ogilvy explains the rules in which he has used to create one of the most successful advertising businesses in the world. He goes......

Words: 4050 - Pages: 17

Free Essay

Phsychology

...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......

Words: 3136 - Pages: 13

Premium Essay

Human Reource Management in Advertising Agency

...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more......

Words: 5453 - Pages: 22

Premium Essay

Ddddddddddddddddd

...responsibility to not only look after one account, but work with several accounts like Unilever, Bkash, Edison Properties, Symphony, Aarong, Mi-amore, BATB etc, so that my learning is more widespread. In the course of this internship, I got to learn how advertising is not all about producing billboards and TVCs, but how it has integrated itself into a vast network and how it intends to get into a consumer’s lifestyle rather than bombard them with information. Which is why, the topic I have decided to work on is the Evolution of Advertising and how Ogilvy Bangladesh has adapted to the changes and how those changes reflect on their campaign effectiveness. I have also gotten the chance to experience what life is like in the corporate world and all in all, it was a fantastic learning experience. Thank you for being there as a support whenever I needed it. It was a challenge in completing this project and compiling this report and I hope I have fulfilled your hopes and expectations. Yours sincerely, Mahmuda Sarker Acknowledgement Over the past few months I have had a wonderful experience full of challenges and satisfaction over completing my project and contributing significantly to one of the largest multinational advertising agencies in Bangladesh. First of...

Words: 11177 - Pages: 45

Premium Essay

Adhesive

...Advertising stragtegy of .. [pic] The brand ‘Fevicol’ – an introduction The Fevicol story began in 1959, when the Parekh Group floated Pidilite Industries to capitalize on the potential market for synthetic resin adhesives, or “white glue” in India. Pidilite Industries decided to enter into adhesive or white glue market in the country which is primarily consumed in woodworking. The primary application of white glue was in woodworking, with secondary applications in upholstery, flooring, and footwear. Company decided to enter in to retail market with the product and for that, they come up with collapsible tube. Company came up with different packaging in order to cater to different segment of customers. Pidilite Industries decided to leverage the Fevicol brand’s success and popularity by launching a version suitable for the retail market. The first product line extension, a 30-gram collapsible tube, was introduced in the early 1970’s. Subsequently the company rolled out a spate of uniquely packaged Fevicol products, available for school students as well as professional and educational institutions. The introduction of various packaging formats helped transition the brand from the image of an industrial product to an all-purpose glue. The USP of brand is ease of applying it. Consistent quality, widespread distribution networks, and excellent customer relationships have been the key success factors for the Fevicol brand and knowing its strong brand equity, the brand......

Words: 1861 - Pages: 8

Premium Essay

Bait and Switch

...Bait and Switch Dawn L. Barnes Dr. Augustine Weekley LEG500 Law, Ethics, and Corporate Governance November 27, 2011 1. Does the fact that Betty drove three hours in one-hundred-degree heat have any bearing on whether or not the dealer must perform in accordance with the published advertisement? “The First Amendment grants everyone the right to free speech, but sometimes questions arise about how this right should be interpreted, especially since the advent of the Internet”(www.degreedirectory.org). Advertising and marketing are tools used to entice and attract customers to your product. Creative and massive marketing will usually peak the interest of individuals to have an interest in your product or service. Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.(en.wikipedia.com) The car dealer should uphold the advertisement of the truck as listed in the paper. The newspaper ad was a ad targeted at individuals who may be interested in purchasing a affordable car. However, the advertisement does not promise the viewer that the truck advertised will be available upon arrival to the car dealer. According to the video, the paper had in small print that there is only one truck at...

Words: 1282 - Pages: 6

Premium Essay

Labatt Blue

...the product benefits of beer. However, targeting 19 to 24-yearolds does encourage early brand adoption. According to Robe Guenette, a former beer executive at Molson, “Brand choices in beer are made early in life. If you get a younger drinker early, they tend to stay with you. It’s really about the ‘heavy’ male drinker and that’s where the volume is.” Demographic trends are not on the side of the brewing industry. Older age groups do drink beer but much less of it than before. The 19 to 30-year-old group in the 1980s represented 20% of the market, today it represents 18%, and by 2007 it will slide to 15%. Labatt has tried to shift the age focus on some of its brands. Carlsberg and Bud Light are slanted slightly towards older males and females. Labatt has also invested in advertising for its premium and imported brands like Stella Artois, Sol, and Guinness—with programs that reinforce quality and serving techniques. Blue Versus Canadian The history of Canada’s two leading brands, Labatt Blue and Molson Canadian reveal a correlation between effective advertising and market share. For years both brands have been one-upping each other with good creative. The best creative seems to win and market share nudges upward for the brand with the best advertising. To illustrate, Labatt Blue enjoyed considerable success with a campaign called “Out of the Blue” that started in 1998. It enjoyed a five-year run (see Advertising History...

Words: 2677 - Pages: 11

Premium Essay

The Challenge of Advertising to Children

...Young Consumers The challenge of advertising to children Winston Fletcher Article information: Downloaded by NATIONAL UNIVERSITY OF SCIENCE & TECHNOLOGY ISLAMABAD At 03:26 16 September 2015 (PT) To cite this document: Winston Fletcher, (2004),"The challenge of advertising to children", Young Consumers, Vol. 5 Iss 2 pp. 11 - 15 Permanent link to this document: http://dx.doi.org/10.1108/17473610410814102 Downloaded on: 16 September 2015, At: 03:26 (PT) References: this document contains references to 0 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 2431 times since 2006* Users who downloaded this article also downloaded: Margaret-Anne Lawlor, Andrea Prothero, (2008),"Exploring children's understanding of television advertising – beyond the advertiser's perspective", European Journal of Marketing, Vol. 42 Iss 11/12 pp. 1203-1223 http://dx.doi.org/10.1108/03090560810903646 Chris Preston, (2005),"Advertising to children and social responsibility", Young Consumers, Vol. 6 Iss 4 pp. 61-67 http:// dx.doi.org/10.1108/17473610510701322 Railton M. Hill, (2006),"Advertiser satisfaction with advertising agency creative product", European Journal of Marketing, Vol. 40 Iss 11/12 pp. 1254-1270 http://dx.doi.org/10.1108/03090560610702803 Access to this document was granted through an Emerald subscription provided by emerald-srm:543672 [] For Authors If you would like to write for this,......

Words: 2764 - Pages: 12

Premium Essay

Advertising Theory

...By Raphael Strauss Word Count: Friday 12th of April, 2013 Advertising effectiveness Advertising effectiveness MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen Table of contents : Executive Summary: 2 Introduction: 3 Findings: 4 Factors: 4 Brand awareness: 4 Creativity: 4 Media: 5 Rational appeal: 6 Emotional appeal: 6 Specialized area: 7 Celebrity endorsement: 7 Recommendations: 8 Conclusion: 9 References: 9 Appendices: 12 Executive Summary: This report examines five factors that make an advertisement effective. They were chosen, as they are probably the most important. These factors are: 1. Creativity. It is believed that it encourages people to pay more attention (Heath, Nairn and Bottomley, 2009). Also, it allows the advert to stands out from all the other adverts, as creativity is defined by Wright (2000) as ‘original’. 2. Brand Awareness. This is important because if there is awareness, the audience will pay more attention to the advert, making it more effective. 3. The choice of the media. If the media does not match with the target audience, the...

Words: 3958 - Pages: 16

Premium Essay

Marketing Related Articles

...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a......

Words: 179407 - Pages: 718

Free Essay

Advertising

...[CONTENTS LETTER OF TRANSMITTAL……………………………….04 INTRODUCTION……………………………………………..05 SITUATIONAL ANALYSIS………………………………… 06 ADVERTISING PROBLEM…………………………………. 07 ADVERTSING OPPORTUNITES…………………………… 08 KEY PLANNING DECISIONS……………………………… 09 IMPLEMENTATION………………………………………… 10 EVALUATION………………………………………………… 11 BUDGET……………………………………………………….. 11 THE CREATIVE STRATEGY………………………………..12 THE MEDIA STRATEGY…………………………………….13 OTHER COMMUNICATION TOOLS……………………... 17 LETTER OF TRANSMITTAL 19th December 2007 MR EHTESHAM ALI Senior Lecturer College of Management Sciences PAF KIET Korangi Creek Karachi, Pakistan Respected Sir, Here is the advertising report required as a component for assessment of our group in the course “ADVERTISING” This report provides an overview of how the advertising plan should be made when a product is being launched in the market. What are the tactics and strategies used in order to implement the overall campaign plan Please do not hesitate to contact us if you have any questions regarding this report. Yours Sincerely Raieef Qureshi INTRODUCTION: Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “direct from the tea gardens to the tea pot,” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product.......

Words: 3615 - Pages: 15

Premium Essay

Marketing

...Technology is undoubtedly proving day after day its capability to offer a variety of social network sites such as MySpace, Facebook, Google plus which are increasingly attracting the interest from academic researchers as well as advertisers. One of the social network sites, the access to Facebook is growing at a starling pace with a millions of users integrated to this site into their daily lives. It leads to a current marketing issue which needs to be put in perspective. Therefore, the purpose of this essay is critically evaluating a current marketing issue on a social network site, particularly is perceptions and advancements of Facebook. It begins by understanding this familiar tool from a marketer’s perspective. Following this, how Facebook changing the marketing practices is perceived. The essay finishes with implications for marketing practitioners. Firstly, there is different perception of marketers on Facebook, but the essay mostly provides general views relating to the current marketing issue. Brand relationship is illuminated from the marketing practitioners. It is probably interesting that over half of the social networking introspective people had become a fan of at least one brand. It happens in these forums that conversation commonly takes place between customer and customer or between customer and brand manager. In the more outstanding scheme of a consumer's life might seem relatively unimportant, but it is crucial in classifying and categorizing customer......

Words: 1578 - Pages: 7

Premium Essay

Paper

...meats, seafood, produce, dairy, wine, and pastries. This paper will outline the internal and external drivers of innovation for the organization and will describe how innovation, design, and creative thinking will benefit the organization by meeting the certain objectives (Kudler Fine Foods, 2011). Benefits and Drivers Proposal Many argue that innovation is the most important internal as well as external driver. In order to know how to use innovation as a benefit, it is important to understand what innovation means. When referring to innovation, many often associated it with social networking sites, such as Facebook or YouTube, or technology like the iPhone. The term innovation may also get confused with creativity but these are two different things. According to Barry Conchie “Creativity may spur innovation, but there is an element of action missing there” (The Four Drivers of Innovation, 2014). One of the internal drivers of innovation is to find and foster talents. Individuals such as entrepreneurs or those who are achievers in their field are people who help drive innovation. Not only employees but also managers play an important role as part of the drivers of innovation. It takes more than only acknowledging employees for good work or ideas and that is why managers matter. One of the most powerful drivers is the relationship managers build with their employees. A connection between leaders and associates can help make a difference. For example a bad......

Words: 1283 - Pages: 6