...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...
Words: 7778 - Pages: 32
... Friday 12th April Word Count: 2201 (3743). 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...
Words: 3958 - Pages: 16
...Questionnaire Draft # Interviewer: Business Name Phone “Hello, may I speak to the owner or manager who is in charge of advertising? “My name is ________________________. I’m a member of the marketing research team from Sample University. Today I am doing a survey about what businesses think of advertising media. This survey will take about 10 minutes. Would you be willing to answer some questions about advertising and your business? [Contact agrees; proceed to screen] Great!. Here’s the first question: Are you currently advertising? r Yes (skip to survey II) 1 r No (proceed to survey I) 2 Survey 1 1. Please state your type of business. _______________________________________ ______ 2. Please estimate the number of employees in your business. __________ ______ We are only talking today with businesses who are currently advertising. Thank you for you cooperation and time. Your willingness to participate is greatly appreciated. Survey II 1. In what advertising mediums are you presently advertising? [Unaided, check responses given] 2. Considering the advertising mediums you presently are using, what percentage of your advertising budget is devoted to each? Q1 Q2 r Television r Newspaper r Radio r Outdoor r Directory r Web r Other 3. How would you describe your target customer? a. What age group do they comprise? 0-12 13 -19 20 - 29 30 - 39 40- 49 50- 59 60 or older r r r r r r r b. What income level? < $15,000 $13-19999 $20-24999 $25-29999 $30-34999...
Words: 1563 - Pages: 7
...WORK Communications Limited was created in 2007. It is now run by two passionate advertising lovers who once worked in world’s best known advertising networks. In the past ten years (plus more), they participated in creating and building some biggest local as well as international brands. Having fun in those experiences, they decided to create their own company to do even better work in their own ways. Now at WORK Communications Limited, we are more ready than ever to offer the most innovative creativity, flexible and dedicated services, yet with the focus on delivering business results and fun work! We are dedicated to providing professional services with width and depth: - 4As’ creativity & professionalism + Hot shops’ flexibility - Local knowledge & insight + International brand experiences - Multi-media creativity and services - Creativity + Strategic thinking - Service Scope: TV Commercial/ Print advertising/ Outdoor advertising/ Online-advertising & Website/ In-store promotion materials/ Below-the-line materials design/ Newsletters/ Packing design/ Corporate image and branding Assistant Art Director Requirements: * Diploma or above in advertising, design institute or equivalent. * 1-2 years of solid experience in the advertising or graphic design field. * Able to execute projects from ideas to finished products independently. * Proficient in AI, In-Design, Photoshop and other design softwares in Mac platform. * Self-motivated...
Words: 262 - Pages: 2
...Advertising Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees or millions of dollars on advertising through TV, radio, the internet, and newspapers indicate its benefits in sales promotion. Advertising is within the scope of promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. Latest communication techniques are now used for making it more attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. The term ‘Advertising’ originates from the Latin word ‘Advertere’ which means “to turn the mind towards.” The dictionary meaning of the term advertising is “to give public notice or to announce publicity.” This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product / service / manufacturer. 2. Definition of Advertising Advertising is defined differently...
Words: 2926 - Pages: 12
...Advertisement Design 17 Advertisement Cutting 18 Promotion Strategy Promotion strategy is one of the marketing mix strategies, once the marketers identified their target market and they will use some ways to reach them. Promotion is a way used to indirectly communicate (information, messages & etc) to the target market, to spread the products and services to the public, based on (Marketing- Promotion Strategy, 2014). Promotion creates a platform for public to know the products or services introduced by company. To get successful reach the promotional goals, marketers develop effective promotional mix which are advertising, personal selling, public relation, direct marketing, and sales promotion. Advertising To promote Let’s Excel Program, we will use a combination of advertising tools which are printed advertisement and online advertisement. For the online advertising, MMLS, MMU Portal, and facebook are the best place to promote. This is because students will check MMLS more frequently to know the updating news or announcement by their lecturer and Let’s Excel advertisement can put on the home page of MMLS. MMU Portal is the official website, so it is also a good place to have advertisement for the purpose to reach more students. Moreover, Facebook is also one of the best social media tools to do promotion. We realize that every students having facebook account and it is also the faster way to spread a new.SRC MMU can help to share this advertisement on facebook since they are...
Words: 4405 - Pages: 18
...Local Literature J. Walter Thompson stated that JWT Manila is the pioneering advertising agency in the Philippines. It was the first multinational agency to establish local operations 65 years ago. It was followed with a series of firsts, like the first to apply strategic planning, the first to introduce branded entertainment, and even the first to claim a branded Guinness World Record. In recent history, JWT Manila was the first and only advertising agency in the Philippines to win the Gold Cannes Lions. JWT Manila provides pioneering business and creative solutions for Unilever, J&J, Kraft, Shell, Nokia, HSBC, Ford, Mazda, Nestle, Kimberly-Clark, Bayer, Greenfield Development Corporation and Canon. Mr. Guerrero found out that BBDO Guerrero was the first Philippine agency ever to be ranked among the world's top 50 agencies in the "Gunn Report”. It was the most awarded Philippine agency at the 2014 Cannes Lion Festival and won the nation’s first ever CyberLion. Recently, its DOT campaign “It’s more fun in the Philippines” was judged 3rd best in the world and 1st in Asia in the global WARC report. This agency is internationally recognized for integrated communications solutions, with powerful and persuasive content created across a variety of media and touch points. Proximity is a division at BBDO Guerrero that specializes in digital and direct response marketing. BBDO Guerrero maintains long-standing relationships with an impressive list of local and international...
Words: 863 - Pages: 4
...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 Elements CREATIVITY: Ability to generate fresh & unique ideas appropriate for solving communications objectives...
Words: 1110 - Pages: 5
...FUN IN THE WORKPLACE: TOWARD AN ENVIRONMENT-BEHAVIOR FRAMEWORK RELATING OFFICE DESIGN, EMPLOYEE CREATIVITY, AND JOB SATISFACTION By ALEXANDRA M. MILLER A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF INTERIOR DESIGN UNIVERSITY OF FLORIDA 2005 Copyright 2005 by Alexandra M. Miller ACKNOWLEDGMENTS First, I would like to thank my committee chair, Dr. Margaret Portillo, for her direction and guidance throughout the entire research process. I would also like to thank Dr. M. Joyce Hasell for her support and valuable expertise. Additional thanks go to Dr. Larry Winner for his indispensable assistance as a statistical consultant. I would also like to thank PUSH for providing an excellent example of a fun workplace. In particular, I would like to thank partners John Ludwig, Chris Robb, and Rich Wahl for allowing me to conduct a case study of their business. Additional thanks go to Ron Boucher, Jourdan Crumpler, and Gordon Weller for taking the time to participate in interviews. I would also like to express my gratitude to Kathryn Voorhees for her help, humor, and friendship as she accompanied me throughout the research process. Finally, I would like to thank all of my friends and family for their support. In particular, I would like to thank to my parents for their constant support and for helping me to achieve my dreams. iii TABLE OF CONTENTS page ACKNOWLEDGMENTS ..........
Words: 25449 - Pages: 102
...To show how advertising strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team. (p. 370) After studying this chapter, your students will be able to: 1. Discuss the meaning and the importance of creativity. 2. Identify the members of the creative team and their primary responsibilities. 3. Tell how to differentiate great advertising from the ordinary. 4. Explain the role of the creative brief and its affect on the artistic expression in an ad or commercial. 5. List the principal elements that should be included in a creative brief. 6. Explain the purpose of the message strategy and how it differs from the creative strategy. 7. Define the four roles people play at different stages of the creative process. 8. List several techniques creatives can use to enhance their productivity. Teaching Tips and Strategies This chapter introduces students to the creative process. Students are amazed when I explain to them that a 30-second commercial can take days to shoot in some cases. When I would finally have a client ready to create local advertising, the next...
Words: 7527 - Pages: 31
...Top Advertising Companies In South Africa 1) Ogilvy & Mather South Africa In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world with more than 450 offices and 18,000 staff across 169 cities. Ogilvy & Mather South Africa’s origins lie with a small hot shop in Cape Town, founded by Bob Rightford, Brian Searle-Tripp and Roger Makin in 1976. After merging with Ogilvy in 1980, Ogilvy & Mather RS-TM dominated the local creative scene during the first decade and over the next twenty years was recognized as a brand-focused agency that acted with integrity. During the 1990’s, Ogilvy & Mather South Africa soared creatively under the leadership of Robyn Putter (1950-2010), who eventually went on to become the global creative head of WPP. Today, Ogilvy & Mather is the leader in the industry, focused on building and transforming brands. For more than 50 years, O&M South Africa has created iconic advertising for clients such as KFC, VW, SAB, BP, DStv and Kraft, and we continue to live by our founders credo of “We sell, or else”.on Portfolio: http://www.ogilvy.co.za/2013/07/audi-audia3exchange-case-study/ Why? I Think the fact that they shave been in the business for so long, and handle major accounts and have won numerous awards time and time again proves to be good at what they do. They are the best...
Words: 3329 - Pages: 14
...Reflective portfolio Module: Creative thinking Task: Final assignment Campus: ESE Rome Tutor: John Wyse, MBA, MA Student: Nadezhda Novikova Deadline: 12-12-2012 Amount of words: 4 470 Table of contents Introduction……………………………………………………………………………………..3 1. The important role of creativity and innovation in the entrepreneurial process………...4 2. Creativity and marketing strategy……………………………………………………….6 3. Development of creative skills…………………………………………………………..8 4. Creative thinking and solving problem…………………………………………………11 5. Companies which foster creative processes……………………………………………..12 Conclusion……………………………………………………………………………………….13 References…………………………………………………………………………………….....14 Introduction Creative thinking is the significant part of humans’ characters. Creative people are more balanced and tolerant of others, because they know that everyone sees the world differently. Using of creative skills means not only to develop new and interesting ideas (for a better life or some of its aspects), but also for the improvement and development of the whole person. Any creative activity helps us to find personal meaning and to comprehend the own values. And this is the most important spiritual need of man, which distinguishes it from other living creatures. By studying the biographies and stories of successful people, David Galenson (economist, researcher) concluded that the peak of creative abilities can be achieved at any age. Galenson identified...
Words: 4498 - Pages: 18
...competition due to the fact that traditional ways can hardly keep up with the pace of increasing complexities and differentiated needs. As a result ,This essay will discuss the necessity and importance of creative thinking for success in business. Serrat (2009) argues that human resource is the most important factor to produce creativity and the world will remain the original level without innovation. This is especially true when we look back the history of social developments that illustrates new ideas and innovative products are produced by some employers with creative thinking skills. Therefore, companies should invest substantial money in training programs in order to encourage employees to develop the awareness and ability of innovative thinking. It is also important for executives to recruit experienced professionals by offering more attractive payment, and to make some specific plans like some themed activities to foster creativity of the employees. What is more, upgrading and reorganizing the working environment is also one the most effective and common ways adopted by many international giants to stimulate employees’ passion and creativity. For instance, Google has been voted as the best workplace in many countries like Canada and India. However, micro-kitchens, tech stops and lavalamps in the lobby are only a small part of the most innovation-oriented environment that Google provides. The success of Google in terms of working conditions mainly lies in different decoration...
Words: 702 - Pages: 3
...Crispin Porter + Bogusky Crispin Porter and Bogusky is a Full service Advertising and Digital Agency that does Advertising work all over the world. They have huge customer including Microsoft, Domino’s Pizza, Old Navy, Best Buy, and Coca Cola Zero. They have taken the digital age of marketing advertising to the next level. Crispin Porter and Bogusky have taken the new approach to digital advertising. Alex Bogusky once said, “Anything and everything is an ad”. I feel he meant this because everywhere you look today you are face with some type of advertising. To take a typical day you wake up and go to the bathroom. All of your products have big bold branded names like Colgate. You turn on the television and the TV has advertisements every five minutes but also the programs advertise products as well. You get in your car and drive to work and the Billboards to other vehicles on the road are advertisements. People put stickers on there vehicles to promote products they prefer and live by. Last but not least you turn on your computer and check your Email, and what do u see but a ton of emails of someone advertising products. Also you go to almost any webpage and there is some type of advertisement there as well too. Crispin Porter and Bogusky use another type where they got young people involved in advertisement against smoking by getting this youths involved because they wanted to not because they were told too. Crispin Porter and Bogusky differentiate itself from...
Words: 524 - Pages: 3
...products which will add value to the target consumers/customers. Advertising is the central part of any business or organization as its that part which does the work of communicating to the end users. Advertising is the means of marketing through communication which in turn helps in selling and promoting a particular product or service. There is another side to advertising through which it can give the confidence to the employees or shareholders that the company is stable, growing and successful. Advertising can be in any form such as mass media like newspaper, television, magazines, radio, outdoor. Nowadays advertising is also done on websites, SMS, blogs, Mobile applications etc. Advertisements can also be of two types such as commercial and non-commercial. Commercial ads want to increase the consumption of their services and products through branding. Branding deals with the association of a products name with some qualities within the consumers. Noncommercial advertisements include politics, NGO, government agencies etc. Advertising is essential for any business or organization. The proper use will add to the growth and profitability. But on the other hand ill-thought-out advertisements can be money eating and also tend to loose market share for that business or company. Large Vs Small Business From the business point of view, a company should invest in advertising positively. If it’s a small business the amount of money spent...
Words: 627 - Pages: 3
