The ad creativity cube: conceptualization and initial validation

Ang, Swee Hoon; Lee, Yih Hwai; Leong, Siew Meng

doi:10.1007/s11747-007-0042-4

Cited by 146 publications

(151 citation statements)

References 28 publications

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“…Information content in ads can increase their attractiveness and persuasiveness. Much of the advertising literature has claimed that the fundamental role of advertising is to communicate this type of information and that creativity and the entertainment aspect of the ad is used mainly to enhance the communication process (e.g., see Ang et al 2007). …”

Section: The Role Of Entertainment In Advertisingmentioning

confidence: 99%

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Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study

2014

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The authors would like to thank Rich Sadowsky for customizing the web-based facial tracking system for this research. The authors would also like to thank Andy Dreisch and Brent Sapiro of Affectiva, Inc. for helping collect the data. The first author would like to thank John Deighton, Rohit Deshpande, Michael Norton and Rik Pieters for their valuable suggestions regarding an earlier version of this paper, and especially to Anissa Mak and Sumit Malic for valuable research assistantship. The usual disclaimer regarding responsibility for mistakes applies. 2 AbstractThe presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and how much to entertain consumers in TV advertisements. We collected data in a large-scale field study using 82 ads with various levels of entertainment shown to 178 consumers in their homes and workplaces. Using a novel web-based face tracking system, we continuously measure consumers' smile responses, and their viewing interest and purchase intent. A simultaneous Bayesian Hierarchical model is estimated to assess how different levels of entertainment affect purchases by endogenizing viewing interest. We find that entertainment has an inverted U-shape relationship with purchase intent. Importantly, we separate entertainment into that which comes before the brand versus that which comes after, and find that the former is positively associated with purchase intent while the latter is not. We conducted a large-scale field study by measuring entertainment 1 more naturally, in a web setting, and address three important questions. One, is there such a thing as having too much positive entertainment in ads? If too much positive entertainment can have detrimental persuasion effects in ads, and we find it does, then, two, it becomes important to understand how much entertaining content should be used. We find evidence that as much as a quarter of TV ads have passed the optimal level by dedicating too much of the ad time to entertain the consumer. KeywordsThree, does it matter when during the ad the entertainment occurs? We find that where entertainment is placed relative to the brand's first appearance has significant impact on the consumer's intent to purchase the brand.This research also provides new conceptual understanding of how the level of entertainment in an ad is related to its attractiveness and persuasiveness in increasing purchases.To do so, we propose a new individual-specific measure to identify whether the viewer associates the entertainment experienced in the ad with the brand based on the order of its presentation relative to the brand. We define pre-brand-associated entertainment (preBAE) as that which precedes the first presentation of the brand and post-brand-associated entertainment (postBAE) as that which follows the first presentation of the brand. These types of entertainment a...

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Section: The Role Of Entertainment In Advertisingmentioning

confidence: 99%

“…Research has shown that creative ads get more attention and stand out (Ang et al 2007, Smith et al 2007). …”

Section: Entertainment and Ad Attractivenessmentioning

confidence: 99%

Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study

2014

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“…Advertising practitioners consider creativity as a solution of breaking through the greater media clutter (e.g. Ang, Leong and Lee, 2007;Pieters, Warlop and Wedel, 2002). As a result, marketers are now turning towards demanding more novel and creative advertisements for their advertising campaign (Ang et.…”

Section: Introductionmentioning

confidence: 99%

“…al., 2007). In this sense, creative advertisements are considered as an effective tool to break through the media clutter, reach to consumer's minds, build an impression and lead to greater effectiveness of the campaign (Ang et al, 2007).…”

Section: Introductionmentioning

confidence: 99%

“…However, does the so called creativity in advertising, being recognized by the industry peers in the form of award winning creative advertisements, provide any added advantage to the brand? Are creative advertisements effective enough to persuade its viewers, is a big question mark (Till and Baack, 2005;Ang et al, 2007). Questions like "does creativity in advertising enhance advertising effectiveness" or "does creative advertisement provide any incremental advertising and brand related benefits" are the most commonly raised questions found in advertising literature (Till and Baack, 2005).…”

Section: Introductionmentioning

confidence: 99%

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An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

Ahmad¹,

Mahmood²

2011

IJMS

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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. This study examines the potential effectiveness of award winning television advertisements in Pakistan in both single and three advertising exposures. To ensure a real life advertising situation, both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively. Based on recall of the experimental advertisements in single and three exposures, subjects' tapped their responses about brand and advertisement attitude and lastly purchase intent. Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent. However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements. Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance. Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.

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International Advertising Creativity

Sasser¹

2014

The Handbook of International Advertising Research

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The ad creativity cube: conceptualization and initial validation

Cited by 146 publications

References 28 publications

Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study

Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study

An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

International Advertising Creativity

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