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Modeling the Determinants and Effects of Creativity in Advertising
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C onsumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad cre-ativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response. History: This paper was received August 3, 2005, and was with the authors 8 months for 3 revisions; processed by Gerard J. Tellis.
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... Researchers and practitioners concur that creative packaging is an essential element for attracting customer attention and resultant success in a cluttered marketplace (e.g., Smith, MacKenzie, Yang, Buchholz, & Darley, 2007;Yang & Smith, 2009;Cascini et al., 2020). Creative packaging can influence behavioral outcomes such as customer attention, better recognition, purchase likelihood, brand choice, and financial performance (Orth & Malkewitz, 2012;Hubert, Hubert, Florack, Linzmajer, & Kenning, 2013;Enax et al., 2015;Spence, Velasco, & Petit, 2019). ...
... Creative packaging evokes customer attention and could persuade and facilitate buying behavior. In this regard, Smith et al. (2007) suggest that retail researchers should look beyond the attention effect of creativity by investigating its role in the customer persuasion process. For example, creative packaging may encourage curiosity and foster motivation to process the stimuli among the shoppers. ...
... In a real-life retail environment, however, the levels of creativity employed in packaging design vary (Orquin et al., 2020). While the received wisdom suggests that increased creativity may lead to greater engagement (Smith et al., 2007), the effect might be opposite if customers have to employ significant affective and cognitive resources (Zimmerman & Shimoga, 2014) to process such creative cues. For instance, when Dove launched highly creative limited-edition bottles representing various body types, instead of engaging the customers it was perceived as insulting by many who felt offended by the packaging design (Luttner, 2017). ...
Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.
... Most ad creativity researchers agree that originality is a key determinant of ad creativity (Ang et al., 2014;Feng & Xie, 2019;Sheinin et al., 2011;Smith et al., 2007). Other terms used in lieu of originality are novel, divergent, distinctive, unexpected, new, and fresh. ...
... Whereas some researchers focus exclusively on originality when assessing ad creativity (Krishen and Homer 2012; Pieters et al., 2002;Rosengren et al., 2020), many ad creativity researchers argue that for a message to be creative, it must be relevant, appropriate, and meaningful (Chen et al., 2016;Rosengren et al., 2020). Appropriateness or relevance complements originality by connecting with brand strategy and the consumer (Smith et al., 2007). Hence, we define advertising creativity as original, divergent, or novel and appropriate, meaningful, or relevant. ...
... In support of Rosengren et al. (2020), we argue that studies whose creative measure focuses on the originality dimension only (Jin et al., 2019;Pieters et al., 2002) are likely to produce different results from studies where creativity is measured as bipartite concept of originality and relevance (Modig & Dahlen, 2020;Smith et al., 2007) or where creativity is conceptualized as a holistic concept and measured with a single item "creative" (Rosengren et al., 2013). ...
Given the media’s changing landscape for advertising, an examination of advertising creativity and its media interaction takes on increasing importance. Accordingly, we investigate within a meta-analytic framework the moderating role of media type (i.e., traditional/non-traditional) in the relationship between advertising creativity and its effects. The analysis covers 48 papers with 298 data points. First, the meta-analytic findings indicate that ad creativity is positively related to cognition, attitudes, and behavioral intentions. Second, the type of media moderates the relationship between ad creativity and its effects. Specifically, the results show that for cognition, print media exhibits a larger impact than TV and non-traditional media. For affect, there is a significant difference in the influence of print versus non-traditional media and TV versus non-traditional media. Non-traditional media produces a smaller impact than print and TV media. For conation, a comparison of TV versus non-traditional media reveals a significant difference in impact. TV media shows a larger impact than non-traditional media. Given that the motivation, opportunity, and ability to process creative ads in traditional and non-traditional media may differ, we present several directions for future research.
... A recent meta-analysis of creative advertising found robust positive effects (Rosengren et al. 2020). Creative ads increase consumer attention and motivation to process the ad as well as the depth of processing (Pieters, Warlop, and Wedel 2002;Smith and Yang 2004;Smith et al. 2007). Creative ads are more positively associated with recall than less creative ads (Ang, Lee, and Leong 2007;Baack, Wilson, and Till 2008;Jin, Kerr, and Suh 2019;Pieters and Bijmolt 1997;Till and Baack 2005). ...
... regular ads) produces faster wear-in and longer wear-out (Chen, Yang, and Smith 2016;Lehnert, Brian, and Carlson 2013). Creative ads are more likable (Ang and Low 2000;Chen, Yang, and Smith 2016;Smith et al. 2007;Smith, Chen, and Yang 2008) and creativity can drive the online viral viewing of TV ads (Southgate, Westoby, and Graham 2010). In financial terms, creative ads have a positive impact on sales (Reinartz and Saffert 2013). ...
... Prior research consistently demonstrates that creative ads are more positively perceived than regular ads (Ang and Low 2000;Chen, Yang, and Smith 2016;Smith et al. 2007;Smith, Chen, and Yang 2008). The literature to date has focused on the facilitative effects of creative ads. ...
... We next examined the face validity of each item and further eliminated those items that were judged to overlap between the focus group interviews and the face-to-face interviews. We retained statements that were closely related to the divergent thinking process as well (Smith et al. 2007). To further reduce conceptual redundancy and achieve parsimony, we refined the list of items with the help of an academic expert and a master of philosophy student. ...
... Divergence is associated with message elements that are unusual, novel, and distinctive. Relevance relates to the meaningfulness, appropriateness, and usefulness of the content (Smith and Yang, 2004;Smith et al., 2007). Creative marketing communication attracts consumers' attention, which drives positive attitudes towards the advertisement and establishes an intention to purchase the advertised product (Lee and Hong, 2016). ...
The purpose of this research is to examine the underlying mechanisms through which social media influencers' (SMI) content characteristics (information, design, and technology quality and creativity) influence consumers' online brand-related activities (COBRAs) (consume, contribute, and create) through parasocial relationships and wishful identification. Grounded in the integration of the two-step flow theory, social influence theory, and power theory, a conceptual model is proposed and empirically tested using a sample of 263 social media users who had followed at least one social media influencer on social media. We analyzed the data using partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). The results reveal that three of the four dimensions of SMI's content characteristics, namely design quality, technology quality, and creativity are significant predictors of parasocial relationships. Design quality and creativity are significant predictors of wishful identification. Parasocial relationships and wishful identification are also identified as significant predictors of COBRAs. The results of NCA analysis also identify the proposed content characteristics as necessary factors required to foster COBRAs. This study offers valuable insights into how social media influencers can position themselves to be more effective in promoting brands and products through the curation of their social media content.
This research aims to extend the knowledge of social media advertising by providing a deep understanding of the elements of social networking sites advertising (SNS ad) effectiveness that help create favorable users' responses via their attitude toward empathy expression in the Egyptian context. Qualitative research was developed. Sixteen semi-structured interviews were conducted which were analyzed by using thematic analysis. Findings indicate that the crucial elements that generate an effective SNS ad in Egypt particularly on Facebook are the advertising creativity and simplicity, followed by the advertising entertainment specifically the emotional appeal of joy, the interactivity, the clear information, and the trustworthiness derived from users' generated content. These elements influence on users' attitude toward empathy expression and lead to favorable users' responses. Additionally, it has been found that brand loyalty plays a vital role on influencing users' responses. Based on these findings, this research offers implications and proposes further research directions.
Scholars and practitioners widely argue that strong, successful brands are built on consistent and unique positioning, which should be reflected in the brands’ advertising. Surprisingly, however, little empirical evidence supports this claim, especially with regard to advertising content. The authors investigate whether and to what extent brands’ advertising content consistency—the similarity in the firm’s own advertising content over time—and commonality—the similarity between the firm’s and competitors’ advertising content—affect brands’ sales Insights emerge from the analysis of the impact on sales of the content of 247 television ads aired by 33 brands in six consumer packaged goods categories over a four-year period. Results indicate that more than advertising spending, both consistency and commonality in advertising content affect sales, especially with respect to long-term cumulative sales. However, brands differ considerably regarding the direction of the effects. While small brands tend to benefit from increased consistency and commonality in advertising content, large brands tend to suffer from increased consistency. Thus, whether consistency and commonality in advertising content will help or hurt depends on the size of the brand.
Although dialogue-marketing has been established in business practice and marketing science for many years, it has not been possible to develop a uniform understanding of this concept during this time. This article discusses different conceptualizations of dialogue-marketing and distinguishes it from the closely related direct-marketing concept. It also takes a closer look at the characteristics of
"real" dialogues and presents a primary empirical study of the success factors of dialogue-marketing for companies, which also analyzes basic company-internal prerequisites for the effects of success.
Dialogmarketing hat sich zwar schon seit vielen Jahren in der Unternehmenspraxis und Marketingwissenschaft etabliert, dennoch ist es in dieser Zeit nicht gelungen, ein einheitliches Verständnis zu diesem Konzept zu entwickeln. Im vorliegenden Artikel werden unterschiedliche Begriffsauffassungen des Dialogmarketings diskutiert und Abgrenzungen gegenüber dem eng verwandten Direktmarketing-Konzept vorgenommen. Außerdem werden die Merkmale „echter“ Dialoge genauer betrachtet und eine primär-empirische Studie zu den Erfolgswirkungen des Dialogmarketings für Unternehmen präsentiert, bei der auch grundlegende unternehmensinterne Voraussetzungen hierfür analysiert werden.
Purpose
The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three types of CSR activities – product development, in-kind donation and CSR commercial – undertaken by two companies – Nike, Inc. and The Coca-Cola Company in response to the pandemic. The purpose of this study was to investigate how CSR activity type and their attributes affected effectiveness.
Design/methodology/approach
This study used an experiment using a 3 (CSR activity type) × 2 (company) mixed factorial design. CSR activity type was a between-subjects factor, and company was a within-subjects factor. The attributes of dynamism and innovativeness, corporate image, brand equity and social media sharing likelihood were dependent variables.
Findings
The findings underscored the importance of CSR activity type and their attributes of dynamism and innovativeness in the effects on corporate image and brand equity. Product development and in-kind donation, which were perceived as more dynamic than CSR commercial, resulted in more desirable corporate images. Product development, which was perceived as more innovative than in-kind donation and CSR commercial, did not result in greater brand equity than in-kind donation, but resulted in greater brand equity than CSR commercial. The CSR activity type and their attributes did not affect social media sharing likelihood. Differences in content modes could be considered.
Originality/value
This study advanced the knowledge on the effectiveness of CSR activities by comparing CSR activity types varying in dynamism and innovativeness in the context of a public health crisis that caused unprecedented societal changes and challenges.
Many researchers have demonstrated the existence of an attraction effect that increases the choice probability of an existing ''target'' brand by the introduction of a relatively inferior ''decoy'' brand. This study develops a causal model that links antecedent variables with the attraction effect, We find that the attraction effect is explained to a considerable extent by changes in the following seven variables: (1) information relevance or stimulus meaningfulness, (2) product class knowledge, (3) task involvement, (4) perceived similarity between decoy and target, (5) relative brand preference, (6) share captured by decoy brand, and (7) perceived decoy popularity. The overall results were consistent across product classes studied, which included beer, cars, and TV sets. The popularity explanation for attraction effect, alluded to by Huber, Payne, and Puto (1982), was tested and found to hold true.
The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.
The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
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.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a creative ad as both divergent (i.e. novel or unusual) and relevant. The effects of divergence and (to a lesser extent) relevance on consumer processing and response are examined and a series of theoretical propositions are developed. Next, a general theory of creativity in advertising is developed that calls for research in five primary areas: advertising as a communication process, management process, societal process, group process, and personal process. Finally, contributions to advertising theory and implications for future research are discussed, along with commentary from a prominent advertising executive.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Although the methodological literature is replete with advice regarding the development and validation of multi-item scales based on reflective measures, the issue of index construction using formative measures has received little attention. The authors seek to address this gap by (1) examining the nature of formative indicators, (2) discussing ways in which the quality of formative measures can be assessed, and (3) illustrating the proposed procedures with empirical data. The aim is to enhance researchers' understanding of formative measures and assist them in their index construction efforts.