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A look at the consumer response to creativity in advertising

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  1. Introduction.
    1. Topic.
    2. Summary of second and third chapters.
  2. The importance of creativity in advertising.
  3. Effective advertising.
    1. The need for a strong marketing background.
    2. The elements of effective advertisements.
    3. Factors affecting effectiveness.
  4. Creativity.
    1. Meaning of creativity.
    2. Properties of creativity in advertising.
  5. 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.
  6. Need for study.
    1. Importance of study: Effect on industry.
    2. Benefits to businesses.
    3. Benefits to consumers.
  7. Future research.
  8. Methodology.
    1. Hypotheses.
    2. Questionnaire design.
    3. Sample.
    4. Hypotheses testing.
    5. Analysis.
  9. Results.
    1. Values.
    2. Hypothesis one.
    3. Hypothesis two.
    4. Other notable findings.
    5. Limitations.
  10. Conclusion.
  11. References.

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.

[...] 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. [...]

[...] A popular opinion among researchers is that gaining awareness is the first step in successful advertising and creativity has proven to be the most effective way to do so. Another evident sign of creativity effectiveness is shown in Schultz, Tannenbaum &Allison (1996) in their seven heavenly virtues of advertising. The last virtue is especially pertinent to this study: Do the unexpected (something to surprise them otherwise you will be shut out like other clutter). In summary, it is evident that there are many variables that dictate the success of an advertisement. [...]

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