Advertising to businesses: Does creativity matter?

Baack, Daniel; Wilson, Rick T.; Dessel, Maria M. van; Patti, Charles H.

doi:10.1016/j.indmarman.2015.10.001

Cited by 68 publications

(75 citation statements)

References 63 publications

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“…Creativity as the heart of advertising effectiveness (Bernardin et al, 2008;Lee & Hong, 2016;Baack, Wilson, Van Dessel & Patti, 2016) has multiple roles in terms of its ability to extract the most impressive message strategy from the firm's strategies and influence the message persuasion. For instance, it can act as a mechanism to encourage deeper message processing and it also can generate an emotional response choosing the most appropriate (creative) message and conveying method for the market including customers and consumers (Baack et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…For instance, it can act as a mechanism to encourage deeper message processing and it also can generate an emotional response choosing the most appropriate (creative) message and conveying method for the market including customers and consumers (Baack et al, 2016). Clearly then, creativity has a positive impact on ad processing and response (effectiveness) (Baack et al, 2016;West, Kover & Caruana, 2008). Several studies indicate that creative advertisements definitely, owing to their attention-getting qualities, are consequently influential in promoting deeper levels of message processing than noncreative ads (Baack et al, 2016;Smith, Chen & Yang, 2008;Maclnnis & Jaworski, 1998;Lee & Hong, 2016;Sasser & Koslow, 2008).…”

Section: Introductionmentioning

confidence: 99%

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Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Sameti

Khalili

2017

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Purpose: With regard to the fact that people usually try to avoid repetitive and boring advertisements, creativity as the heart of advertising effectiveness has a significant role in drawing their attention. On this basis, the present study attempts to evaluate the influence of creative advertising strategies by comparing "in-store" and "out-of-store" creative advertisements.Design/methodology: This research has been conducted in Tehran (capital of Iran) and 588 volunteers randomly participated in the survey so as to examine the consumers' attitude/behaviour towards the advertised brand, advertised product, and purchases intention exposing creative in-store and out-of-store advertisements. In the current study, creative "endof-aisle display stands" in grocery stores/supermarkets represent in-store advertising media, and creative "TV commercials" represent out-of-store advertising. Furthermore to examine the hypotheses, one-sample t-test and paired sample t-test were used. Findings:The results show that creative out-of-store advertising has influence primarily on attitude towards the advertised brand, then on attitude towards the advertised product, and -523-Intangible Capital -https://doi.org/10.3926/ic.986 finally on the purchases intention. On the other hand, creative in-store advertising, firstly has influence on the purchase intention, then on attitude towards the advertised brand, and lastly on attitude towards the advertised product. The findings provide important insights to the formulation of strategic marketing/advertising and would pave the related innovative ways to capitalize on strategic opportunities. Originality/value:The study is the first survey comparing the effectiveness of in-store and out-of-store creative advertising in order to find out a strategic marketing/advertising solution.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Sameti

Khalili

2017

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“…Baack et al (2016) citam que fatores como a criatividade na elaboração do anúncio podem influenciar na atenção do consumidor e consequentemente em sua atitude.…”

Section: Introductionunclassified

“…O impacto nas atitudes do consumidor pode ser em relação ao próprio anúncio ou a marca anunciada (BAACK et al, 2016;SHAOUF;LU;LI, 2016). A atitude pode ser definida como o conjunto de processos motivacionais, emocionais, perceptivos e cognitivos em relação a algum aspecto do ambiente que influenciam em uma reação favorável ou desfavorável em relação a um objeto (HAWKINS; MOTHERSBAUGH; BEST, 2007).…”

Section: Introductionunclassified

Diferenças na atenção visual e na atitude em relação a diferentes tipos de anúncio: um estudo sobre o impacto do gênero e do envolvimento

Boscolo¹

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Devido ao alto número de propagandas que um consumidor é exposto em um único dia, tornase fundamental que as empresas produzam anúncios que atinjam de forma efetiva seu público-alvo. Um anúncio precisa chamar a atenção de uma pessoa e, ainda, impactar em suas atitudes. Ressalta-se que fatores como gênero e nível de envolvimento do consumidor são variáveis que impactam na atenção dedicada a um anúncio e nas ações posteriores a este. Ainda, a forma como o anúncio é elaborado, ou seja, o tipo de anúncio, pode interferir nas reações dos consumidores. Este estudo teve por objetivo identificar como diferentes tipos de anúncio, sejam estes direcionados ao público masculino, feminino ou neutros impactam na atenção visual e nas atitudes em relação a estes anúncios e, também, como o gênero e o nível de envolvimento influenciam nessa relação. Através de um pré-teste, foram selecionadas seis imagens para compor o estudo. Através de um experimento, os participantes foram divididos em três grupos e submetidos a visualização de um dos tipos de anúncio escolhido. A coleta de dados foi dada por meio do eye-tracking e de questionários e os dados foram analisados por meio da análise fatorial, testes de hipótese e complementados com estatística descritiva. Foi identificado que o tipo de anúncio impacta na atenção visual e nas atitudes em relação ao anúncio. Em relação às variáveis moderadoras do estudo, foi visto que o gênero impacta apenas nas respostas dos anúncios considerados masculinos e que, de forma mais evidente, o nível de envolvimento impacta nas respostas dos anúncios, principalmente nas atitudes em relação ao anúncio. Due to the high number of advertisements that a consumer is exposed in a single day, it is critical that companies produce ads that effectively reach their target audience. An ad needs to catch a person's attention and still impact their attitudes. It should be noted that factors such as gender and level of consumer involvement are variables that impact on the attention devoted to an ad and on the actions subsequent to it. Yet, the way the ad is designed, that is, the type of ad, can interfere with consumer reactions. The purpose of this study was to identify how different types of advertisements, whether directed at the male, female or neutral public, impact on visual attention and attitudes towards these ads, and how gender and level of involvement influence this relationship. Through a pre-test, six images were selected to compose the study. Then, through an experiment, the participants were divided into three groups and submitted to the visualization of one of the chosen ad types. Data were collected through eye-tracking and questionnaires and the data were analyzed through factorial analysis, hypothesis tests and complemented with descriptive statistics. It has been identified that the type of ad impacts on visual attention and attitudes toward the ad. Regarding the moderating variables of the study, it was seen that the gender impacts only on the responses of the ads considered masculine and that, mo...

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An Extraordinary Duckling

Zhang¹,

Dwyer²

2020

The Handbook of Magazine Studies

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Advertising to businesses: Does creativity matter?

Cited by 68 publications

References 63 publications

Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Diferenças na atenção visual e na atitude em relação a diferentes tipos de anúncio: um estudo sobre o impacto do gênero e do envolvimento

An Extraordinary Duckling

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