RECALL AND PERSUASION: Does Creative Advertising Matter?

Till, Brian D.; Baack, Daniel

doi:10.1080/00913367.2005.10639201

Cited by 198 publications

(206 citation statements)

References 42 publications

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“…Together the three factors had the strongest impact on consumer behavior, proving creativity is a way to affect persuasion and behavior [70]. In [70], the problem of "professional judgment" and "student judgment" lead to no significant effect of creativity on purchase intention. The research overcame this problem because the ones who evaluated the effectiveness of creativity were consumers, using perceived creativity scales of [58].…”

Section: Discussion and Recommendationmentioning

confidence: 99%

“…Without that, novelty will not lead to creativity [69]. Together the three factors had the strongest impact on consumer behavior, proving creativity is a way to affect persuasion and behavior [70]. In [70], the problem of "professional judgment" and "student judgment" lead to no significant effect of creativity on purchase intention.…”

Section: Discussion and Recommendationmentioning

confidence: 99%

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The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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Abstract-The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed model frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.

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Section: Discussion and Recommendationmentioning

confidence: 99%

Section: Discussion and Recommendationmentioning

confidence: 99%

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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“…Este resultado puede explicarse debido a que una prueba en la que se nos facilitan pistas sobre el tipo de información por la que nos están preguntando siempre va a ser más fácil respecto de otra en la que tenemos que recuperar información sin ningún tipo de clave (Till y Baack, 2005). La recuperación de la información en una tarea de memoria está determinada en parte por su accesibilidad en ese momento, y en principio lo esperable es que la accesibilidad sea mayor en la tarea de recuerdo con clave respecto de una de recuerdo libre (Schwarz y Salzberg, 1975).…”

Section: Discussionunclassified

Efecto del tipo de prueba de evaluación en la memoria y valoración de marcas publicitarias

Martín-Luengo¹,

Luna²,

Migueles³

2012

PSYWRIT

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24Una de las maneras más frecuentes de medir la efectividad de un anuncio publicitario es mediante el uso de pruebas de memoria. Sin embargo, cada prueba de evaluación aporta un tipo de información diferente por lo que es importante saber cuál es la más conveniente. El objetivo principal de esta investigación ha sido examinar el efecto que tiene el tipo de prueba de memoria tanto en el recuerdo de marcas publicitarias como en el interés subjetivo que estas generan.Un grupo de participantes escribieron marcas de productos que recordaran haber visto anunciados (prueba de recuerdo libre) y valoraron el interés por cada marca. Después recibieron un listado de 27 categorías y escribieron marcas de productos asociadas a ellas (prueba de recuerdo con clave) y también valoraron su interés. Los resultados muestran que con la prueba de recuerdo con clave se generó un mayor número de marcas, pero que las generadas en la tarea de recuerdo libre fueron evaluadas con mayores niveles de interés. Estos resultados muestran la importancia de escoger una tarea de memoria adecuada para medir el efecto de la publicidad.Palabras clave: Recuerdo Libre; Recuerdo con Clave; Interés; Publicidad; Marcas.Memory tests are frequently used to measure the effectiveness of an advertisement. However, as different tests provide different kinds of information it is important to know which type of test is the most appropriate. The main objective of this investigation was to study the effect of different memory tests on the number of brands recalled and the level of interest generated by them. A group of participants wrote down all the brands of any kind of product that they remembered having seen advertised (free recall test) and rated their interest in each brand. Subsequently, the participants were given a list of 27 categories and wrote down the brands they associated with the categories (cued recall test) and also rated their level of interest. The results showed that although the participants generated more brand names with the cued recall test, the brand names mentioned in the free recall test generated greater interest. These results highlight the importance of choosing the correct memory test to measure the effect of publicity. Effect of the type of memory test on the evaluation of brands

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“…Attitude toward the ad was estimated by answering the question: "Which of the following statements best shows your attitude regarding the TVC you have just seen?". The participants responded to seven 5-point Likert scales that were used in the previous studies (Singh, Balasubramanian, & Chakraborty, 2000;Till & Baack, 2005;Walker & Dubitsky, 1994). The scales were as follows : 1 -the TVC is bad, 5 -the TVC is excellent; 1 -I do not like the TVC, 5 -I like the TVC; 1 -the TVC is annoying, 5 -TVC is not annoying; 1 -the TVC is insulting, 5 -the TVC is not insulting; 1 -the TVC is not interesting, 5 -the TVC is interesting; 1 -the TVC is not true, 5 -the TVC is true; 1 -my attitude toward the TVC is negative, and 5 -my attitude toward the TVC is positive.…”

Section: Methodsmentioning

confidence: 99%

Emotional Context and Effectiveness of Tv Advertising

Alčaković

Orlić

Đurić³

2018

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This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

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RECALL AND PERSUASION: Does Creative Advertising Matter?

Cited by 198 publications

References 42 publications

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Efecto del tipo de prueba de evaluación en la memoria y valoración de marcas publicitarias

Emotional Context and Effectiveness of Tv Advertising

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