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The Effectiveness of Creative Advertising(Applied on TV Advertising)

المصدر: المجلة العلمية للاقتصاد والتجارة
الناشر: جامعة عين شمس - كلية التجارة
المؤلف الرئيسي: El Masry, Nermeen Ehab (Author)
مؤلفين آخرين: Ragab, Gehaan (مشرف) , El Alfy, Reem (مشرف)
المجلد/العدد: ع4
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2014
الشهر: أكتوبر
الصفحات: 69 - 91
ISSN: 2636-2562
رقم MD: 661272
نوع المحتوى: بحوث ومقالات
قواعد المعلومات: EcoLink
مواضيع:
الدعاية والإعلان | التلفزيون | وسائل الإعلام | الراديو | الصحف والمجلات | وسائل الاتصال | الاتصال الجماهيري
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المستخلص: The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand. However, researchers have neither agreed on a model of advertising creativity nor conclusively linked ad creativity to key measures of effectiveness. This study examines the potential effectiveness of award winning television advertisements in Egypt. Both creative and control advertisements were embedded in a television program which were shown to research subjects. After watching the advertisements. Subjects' tapped their responses about brand and advertisement attitude and lastly purchase intent. The findings of the study show that the creative advertisement developed significantly more favorable brand and advertisement attitude than the control advertisement. The Creative advertisement also developed greater mean purchase intent for the advertised brand than the control advertisement. Finally, the study shows that creativity award-winning ads are considered more effective among consumers than other ads.
ISSN: 2636-2562

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