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How Does Consumer Insight Support The Leap to a Creative Idea Inside the Creative Process: Shifting the Advertising Appeal from Functional to Emotional
... Emotional appeal performance. Consumers who had strong insight were found to be better able to recognize the embedded emotions in creative advertising works, which effectively brought them closer [10]. Ma, L. et al. explored the restoration of cultural spaces in Guangzhou by adopting a bottom-up perspective, analyzing individuals' social memories, and emotional states towards cultural spaces. ...
... Namely: bank that contains 24 filters that can be used to simulate the masking effect of the human ear because the coverage of each triangular filter approximates a critical bandwidth of the human ear. The 24 filters form a filter bank that satisfies equation (10), and the filtered Mel-frequency signal can be obtained from this Mel filter bank. ...
Combined with the analysis of literary and artistic emotional expression, it helps to better cultivate students’ aesthetic ability by building an effective teaching model. This paper develops a hybrid teaching mode for aesthetic cultivation that depends on an online teaching platform, based on the BOPPPS teaching model. To fully analyze the emotional expression of literature and art in the teaching mode, the multimodal features of literature and artworks were extracted from the three perspectives of text features, voice features, and visual features, and the multimodal emotional expression model of literature and artworks was established. Concerning the effectiveness of the blended teaching model of literary emotional expression and aesthetic education established in this paper, five universities in the university city of S province were selected as examples, and corresponding teaching experiments were designed and verified from various perspectives, such as teaching effect, emotional comprehension, and ability perception. The results show that the difference between the pre-and post-test scores of students’ aesthetic awareness in perceived beauty under the blended teaching mode reaches 5.51 points respectively, and the students in the experimental class improve their understanding of the natural beauty of the emotional expression of literary works by 36.82 percentage points compared with the control class. The blended teaching model can effectively enhance students’ aesthetic awareness and aesthetic concepts, to better understand the embedded emotions of literary and artistic works, and the two complement each other to enhance students’ aesthetic core literacy.
... In practice, it has been shown that that the use of insight frees up professional creatives to develop less functional and more emotional advertising (Parker et al., 2021). We therefore suggest that the strength of an insight should improve the creative quality of advertising produced. ...
To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.
Terror Management Theory suggests that health messages can trigger mortality thoughts, influencing consumer behavior. Two studies were conducted to explore this mortality salience effect in the context of travel marketing during a pandemic. Findings from Study 1 showed that health-focused travel ads led to more mortality thoughts and increased travel intentions. Both low and high levels of these thoughts boosted travel intentions, while moderate levels deterred them. Drawing on Protection Motivation Theory, Study 2 examined the roles of trust in destination and perceived health risk in the effects of message-induced mortality-related thoughts on travel intentions. Travel ads that evoked mortality thoughts encouraged both domestic and international travel when health risks were perceived as low, but discouraged it when risks were high. Furthermore, the findings suggest that trust in the destination can mitigate the negative effects of mortality-related thoughts. This study offers insights into consumer reactions to health-related travel ads, with both theoretical and practical implications.
This article explores mechanisms that influence the absorption of external information within the creative advertising development process. Consumer information, in the form of consumer research or evaluations of consumer responses, is presumed to be the building block of consumer insights for agencies seeking more effective communication with consumers. Successful agencies are presumed to have the capacity to absorb consumer insights and utilize them to develop effective advertising strategies. But consumer insights do not always translate seamlessly into a strategy dialogue. Absorbing and using external knowledge has costs beyond those of acquisition or simply employing “creative” people. Agencies, through their sociocognitive processes, have to actively identify useful information, make it accessible to the organization, and then exploit it to develop creative ideas. A study is presented on how group dynamics influence knowledge absorption, which then shapes the emergence of creative ideas. Group cohesion and interpersonal friction are examined. Subjects include 184 advertising practitioners reporting on 548 campaigns. Results show that in some group settings effective absorption of external information occurs, which improves the creative quality of promotional campaigns. However, in other situations the work changes in character, shifting from more original to more appropriate, rather than improving overall creativity.
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners. One cause of this division is an erroneous perception that advertising is a subset of consumer psychology. To solve this misidentification, the current authors offer rhetoric theory. Although many advertising academics believe that advertising theory is a discovery of 20th-century scholars, the striking resemblances between canons of rhetoric (“invention,” “style,” “arrangement,” “memory,” and “delivery”) and stages of the advertising-development process (“message strategy,” “idea generation,” “execution,” “media,” and “production”) clearly define advertising as a rediscovery of rhetoric. © 2018, World Advertising Research Center. All rights reserved.
This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric. On the basis of a large and unique dataset using comparative meta-analysis, this study provides measures of the relative impact of seven types of appeals. Meta-regression was used to test whether certain moderators can explain the variability in effect sizes. Results suggest that appeals were not effective equally, and their estimated impact was used to create a hierarchy of appeals. Emotionalappeals, led by sex and humor, appeared to be more effective than fear and rational appeals. The most important moderators were media type and year of publication. Among other results, emotional appeals were more effective on television, and emotional appeals were more impactful in more recent studies. The article concludes with implications and discussion, emphasizing the need for more research. © 2017, World Advertising Research Center. All rights reserved.
The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in employing such a strategy across the board. Further, an attempt has been made to interpret the current body of knowledge on the subject and create a context for general application of emotional appeal in advertising. The paper identifies products and services for which emotional advertising appeals will be more suitable. It also elaborates the risk involved in using emotional appeals. Factors influencing effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have suggested future direction of research in the area of use of advertising appeal and its influence on brand attitude formation.
The impact of affect on memory has been considered by both advertising and neuroscience research. As part of testing a MAC (Memory ⊃ Affect ⊃ Cognition) model of the intermediate effects of advertising, four hypotheses were developed: ads with higher affective content would have higher recognition and recall, and subjects treated with β-blockers (Propranolol), which interact with those brain regions known to mediate affect, would have lower recognition and recall than those treated with placebos. The hypotheses are tested and broadly supported. This exploratory research, taken in conjunction with previous work, indicates some ways in which affect enhances advertising effectiveness. We conclude with directions for further research and testing the MAC model.
Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
Given the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as indicators of exemplary creative work, there is surprisingly little research as to what creative elements they actually represent. Senior agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of creativity award recognition are usually highly original. Yet, most award-winning work is rarely regarded as being highly strategic. The results indicate that this originality bias contained in award-winning advertisements may limit their usefulness as proxy measures of creativity. Although the originality aspect of creativity is reflected, strategy and appropriateness are not adequately, nor proportionately considered. Implications for the use of creativity awards by researchers, as well as managerial issues, are discussed.
Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. Laboratory and field experiments, as well as quasi-experimental studies, are needed. Fortunately, much useful empirical research of this kind has already been conducted on how to create persuasive advertisements. A literature review, conducted over 16 years, summarized knowledge from 687 sources that covered more than 3,000 studies (Armstrong 2010 https://link.springer.com/book/10.1057/9780230285804 https://a.co/d/hqxj4Ij). The review led to 195 principles (condition-action statements) for advertising. We were unable to find any of them in a convenience sample of nine advertising textbooks. The textbooks tended to ignore evidence on persuasion. Of the more than 6,500 sources referenced in these textbooks, only 24 overlapped with the 687 used to develop the principles. By using the evidence-based principles, practitioners may be able to increase the persuasiveness of advertisements. Relevant evidence-based papers have been published at the rate of 20 per year from 2000 to 2010. The rate of knowledge accumulation could be increased if journal editors invited papers with evidence-based research findings.
This article reports the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. The hedonic/utilitarian (HED/UT) scale includes ten semantic differential response items, five of which refer to the hedonic dimension and five of which refer to the utilitarian dimension of consumer attitudes. The authors conducted six studies to establish the unidimensionality, reliability, and validity of the two HED/UT subscales. In reaching the final scale, the authors also develop and implement a unique process of paring down a psychometrically sound but otherwise too large set of items. Nomological validity is established by replacing a typical, one-dimensional attitude toward the brand measure with the hedonic and utilitarian dimensions in a central route processing model. Results suggest that the hedonic and utilitarian constructs are two distinct dimensions of brand attitude and are reliably and validly measured by the HED/UT scale.
In commercial applications the somewhat passive notion of marketing research is increasingly being superseded by the more active idea of consumer insight. In advertising this subtle change of emphasis is captured in the evolution of the account planning role and the associated “philosophy” of creative advertising development. The account planner is ostensibly responsible not only for commissioning and/or conducting advertising and consumer research, she or he is also responsible for integrating the resulting consumer insights into the creative advertising development process. Account planners deploy their consumer insights to act as “midwives” to creativity in the sense that they are responsible for persuading creative staff to take research-derived consumer insights on board. This paper draws on recent depth interviews with advertising professionals and previously published research to explore the process of integrating research-based insights into creative advertising development. The overall aim is to further elaborate the tasks and effectiveness of the account planner.
We conduct a detailed analysis of 289 absorptive capacity papers from 14 journals to assess how the construct has been utilized, examine the key papers in the field, and identify the substantive contributions to the broader literature using a thematic analysis. We argue that research in this area is fundamentally driven by five critical assumptions that we conclude have led to its reification and that this reification has led to stifling of research in this area. To address this, we propose a model of absorptive capacity processes, antecedents, and outcomes.
Three experiments were performed to test Smith, Ward, and Schumacher’s (1993) conformity hypothesis— that people’s ideas will
conform to examples they are shown in a creative generation task. Conformity was observed in all three experiments; participants
tended to incorporate critical features of experimenter-provided examples. However, examination of total output, elaborateness
of design, and the noncritical features did not confirm that the conformity effect constrained creative output in any of the
three experiments. Increasing the number of examples increased the conformity effect (Experiment 1). Examples that covaried
features that are naturally uncorrelated in the real world led to a greater subjective rating of creativity (Experiment 2).
A delay between presentation and test increased conformity (Experiment 3), just as models of inadvertent plagiarism would
predict. The explanatory power of theoretical accounts such as activation, retrieval blocking, structured imagination, and
category abstraction are evaluated.
The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes.
To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate
that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives
produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed
by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings
suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation
in which they are applied. Implications for researchers and marketing managers are discussed.
In this paper, we argue that the ability of a firm to recognize the value of new, external information, assimilate it, and apply it to commercial ends is critical to its innovative capabilities. We label this capability a firm's absorptive capacity and suggest that it is largely a function of the firm's level of prior related knowledge. The discussion focuses first on the cognitive basis for an individual's absorptive capacity including, in particular, prior related knowledge and diversity of background. We then characterize the factors that influence absorptive capacity at the organizational level, how an organization's absorptive capacity differs from that of its individual members, and the role of diversity of expertise within an organization. We argue that the development of absorptive capacity, and, in turn, innovative performance are history- or path-dependent and argue how lack of investment in an area of expertise early on may foreclose the future development of a technical capability in that area. We formulate a model of firm investment in research and development (R&D), in which R&D contributes to a firm's absorptive capacity, and test predictions relating a firm's investment in R&D to the knowledge underlying technical change within an industry. Discussion focuses on the implications of absorptive capacity for the analysis of other related innovative activities, including basic research, the adoption and diffusion of innovations, and decisions to participate in cooperative R&D ventures.
In three experiments we tested the conformity hypothesis--that subjects' ideas would conform to examples they had been shown--by using a creative generation paradigm in which subjects imagined and sketched new exemplars of experimenter-defined categories. Designs made by subjects who had first seen three examples of ideas were compared with those of control subjects, who received no examples. In all three experiments, the designs of subjects who had seen the examples were more likely to contain features of the examples. This conformity effect did not significantly decrease in Experiment 2, when a 23-min task was interpolated between viewing the examples and generating related ideas. The hypothesis that the observed conformity effects may have been caused by subjects' assumptions that they should try to generate ideas similar to the examples was refuted in Experiment 3; explicitly instructing subjects to create ideas that were very different from the examples did not decrease conformity to the examples, and instructing them to conform to the examples significantly increased conformity. The results show that recent experience can lead to unintentional conformity, constraining the generation of creative ideas.
The Nature of Insight brings together diverse perspectives, including recent theories and discoveries, to examine the nature and origins of insightful thinking, as well as the history of theory and research on the topic and the methods used to study it. There are chapters by the leading experts in this field, including Mihaly Csikszentmihalyi, Ronald Finke, Howard Gruber, Marcel Just, David Meyer, David Perkins, Dean Simonton, and Robert Weisberg, among others.
The Nature of Insight is divided into five main parts. Following an introduction that reviews the history and methods of the field, part II looks at how people solve challenging puzzles whose answers cannot be obtained through ordinary means. Part III focuses on how people come up with ideas for new inventions, while part IV explores the thinking of some of the most insightful people in the history of civilization. Part V considers metaphors such as evolution and investment as bases for understanding insight. An epilogue integrates all these approaches.
Contributors R.E. Mayer, R.L. Dominowsk, P. Dallob, C.M. Seifert, D.E. Meyer, N. Davidson, A.J. Patalano, I. Yaniv, J.E. Davidson, R.W. Weisberg, M.L. Gick, R.S. Lockhart, S.M. Smith, R.A. Finke, M.I. Isaak, M.A. Just, M. Csikszentmihalyi, K. Sawyer, K. Dunbar, H.E. Gruber, M.F. Ippolito, R.D. Tweney, D.K. Simonton, D.N. Perkins, R.J. Sternberg, T.I. Lubart
Bradford Books imprint
The Nature of Insight brings together diverse perspectives, including recent theories and discoveries, to examine the nature and origins of insightful thinking, as well as the history of theory and research on the topic and the methods used to study it. There are chapters by the leading experts in this field, including Mihaly Csikszentmihalyi, Ronald Finke, Howard Gruber, Marcel Just, David Meyer, David Perkins, Dean Simonton, and Robert Weisberg, among others.
The Nature of Insight is divided into five main parts. Following an introduction that reviews the history and methods of the field, part II looks at how people solve challenging puzzles whose answers cannot be obtained through ordinary means. Part III focuses on how people come up with ideas for new inventions, while part IV explores the thinking of some of the most insightful people in the history of civilization. Part V considers metaphors such as evolution and investment as bases for understanding insight. An epilogue integrates all these approaches.
Contributors R.E. Mayer, R.L. Dominowsk, P. Dallob, C.M. Seifert, D.E. Meyer, N. Davidson, A.J. Patalano, I. Yaniv, J.E. Davidson, R.W. Weisberg, M.L. Gick, R.S. Lockhart, S.M. Smith, R.A. Finke, M.I. Isaak, M.A. Just, M. Csikszentmihalyi, K. Sawyer, K. Dunbar, H.E. Gruber, M.F. Ippolito, R.D. Tweney, D.K. Simonton, D.N. Perkins, R.J. Sternberg, T.I. Lubart
Bradford Books imprint
In advertising agencies, insight is frequently sought to solve advertising problems. However, the ideation process of the account planner is not well understood. Viewing account planning through a lens of absorptive capacity suggests that planning is about identifying and assimilating external information about consumers for use in the creative process. Account planners thus need to search deliberately for insight and work hard to express it to the creatives, who then exploit it to develop powerful creative ideas. The study adopts an in-depth grounded theory investigation of the insight phenomenon among 20 Sydney-based account planners. The findings reveal that identifying and applying insight is a highly creative process. The account planner uses research, personal knowledge domains, challenging conventions, borrowed sources, and central narrative extension to search for insights. However, because not all insights are equal, this study also uncovered what account planners consider quality insight. These include attributes of originality, relatability, usability, and vision. These findings provide guidelines for marketers and account planners who seek insight in framing an advertising message.
Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011–2014 were content-analyzed to determine whether implications of two popular planning frameworks, functional matching and the Foote, Cone, and Belding Planning Model, were present in the industry’s best creative work. Since 1960, the Clio Award Program has annually recognized the world’s most creative advertisements. Clio-awarded advertisements are selected by panels of advertising experts specifically constituted to offset gender and country of origin bias. The study found that implications of the two planning frameworks were not present in the industry’s most creative work: types of value-expressive appeals were more frequent than types of utilitarian appeals in Clio-awarded advertisements, regardless of the nature of the advertised products or the category of media used to deliver product messaging. These findings support previous research, which found that highly creative advertising rarely is based on strategic considerations. However, they were inconsistent with other research regarding the presence of the two planning frameworks in general TV advertising.
Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. Using data from German magazine publishers, the study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effects model, while accounting for the moderating effects of age and gender. Results show that emotional appeals were superior to informational appeals for most marketing objectives but not for achieving integration into the evoked set, a group of relevant brands that a prospective consumer is favorably familiar with when thinking about making a purchase. Consumers’ age and gender significantly influenced the effects of advertising appeals and revealed interaction effects. © 2018, World Advertising Research Center. All rights reserved.
Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing. Socioemotional selectivity theory posits that when people perceive time as limited, they pursue emotionallyorientated rather than knowledge-orientated goals. Advertising experiments using socioemotional selectivity theory suggest conventional advice may be misleading and advocate using emotional appeals. The current study tested the theory in a specific advertising context among adults (n = 2,550) ages 19 to 90 years. Contrary to expectations and prior socioemotional selectivity theory research, older adults demonstrated clear preferences for rational over emotional appeals, which suggests that conventional advice was correct all along. © 2016, World Advertising Research Center. All rights reserved.
Advertising is an integral part of any company’s promotion mix. All the companies, whether large or small, national or global, use advertising as one of the major elements of their entire communication plan. It has been considered as one of the most effective ways to communicate with a large group of customers. However, the effectiveness of the advertising message depends upon a number of factors such as presentation style, attractiveness of the endorsers, creative appeal, etc. A large number of research studies have been conducted to examine the effect of aforementioned factors on response of consumers but a very few focus on examining the effect of demographic variables on consumer response to advertising appeals. This article is an attempt to study the effect of age and gender on response of consumers to rational and emotional advertising appeals. The data were collected from 348 respondents of Indore and Ujjain cities through a self-designed instrument. The paired-sample t-test and Multivariate Analysis of Variance (MANOVA) were used to analyze the data. The findings of the study have been discussed in the article.
This study investigated the relationship between Super Bowl advertising and advertisers' market valuation, identifying several factors that influence the financial rewards of this media-placement strategy. Specifically, the authors examined the impact of each commercial's featured characters and appeals and the product benefits promoted on abnormal stock returns for sponsoring companies that appear in Super Bowl advertising. Event study results showed that Super Bowl advertising is positively related to abnormal stock returns for advertisers. Cross-sectional regression analyses also indicated that market value of Super Bowl advertisers is positively related to likeable characters, emotional appeals, and approach messaging. The combined use of likeable characters with either emotional appeals or approach messages also is positively associated with firm valuation.
This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development. A dataset of 257 television commercials from 23 countries was used in the analysis. The researchers found that the experiential (emotional) appeal had a stronger relationship with the components of brand knowledge in countries with medium and high gross domestic product (GDP). Global appeal had a stronger relationship with the components of brand knowledge in countries with low GDP.
The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a fourstage process (hypothesizing-exposure-encoding-integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.
Abstract
Interviews conducted with advertising agency creatives regarding their perception of the account planning process identified a set of personality factors of planners and a set of functional factors of planning that lead to excellent planning. In addition, creatives identified a constantly changing environment that allows less time to do the work as negatively affecting the creative process.
To study productive thinking where it is most conspicuous in great achievements is certainly a temptation, and without a doubt, important information about the genesis of productive thought could be found in biographical material. A problem arises when a living creature has a goal but does not know how this goal is to be reached. Whenever one cannot go from the given situation to the desired situation simply by action, then there has to be recourse to thinking. The subjects ( S s), who were mostly students of universities or of colleges, were given various thinking problems, with the request that they think aloud. This instruction, "Think aloud", is not identical with the instruction to introspect which has been common in experiments on thought-processes. While the introspecter makes himself as thinking the object of his attention, the subject who is thinking aloud remains immediately directed to the problem, so to speak allowing his activity to become verbal. It is the shift of function of the components of a complex mathematical pattern—a shift which must so often occur if a certain structure is to be recognized in a given pattern—it is this restructuration, more precisely: this transformation of function within a system, which causes more or less difficulty for thinking, as one individual or another tries to find a mathematical proof.
The 1992 article by Shavitt serves JA readers by alerting students of advertising to elements of the model of value-expressive versus utilitarian routes to persuasion. Shavitt (1992) does a good job of showing how research in a different theoretical stream (functional theory of attitudes) can contribute to the self-concept stream of research in advertising and consumer behavior.
Value-expressive advertising appeals are effective when the product is value-expressive, while utilitarian appeals are effective when the product is utilitarian. When the product is value-expressive, audience persuasion is influenced through self-congruity. Conversely, when the product is utilitarian, audience persuasion is influenced through functional congruity. The effectiveness of the value-expressive as opposed to utilitarian appeals is argued also to be a function of such product-related factors as differentiation, life cycle, scarcity, and conspicuousness, and consumer-related factors such as involvement, prior knowledge, and self-monitoring. Future research and managerial implications are discussed.
In an exploratory study, two message appeals (rational and emotional) and two media (print and radio) were tested to determine whether certain message or media strategies are more appropriate than others for two broad categories of retail services. For both types of services, a rational appeal generated higher levels of attitude toward the ad than an emotional appeal and radio ads generated higher levels of patronage intention than print ads. In addition, a main effect for service type was found for two of the dependent variables, indicating that more experiential retail services may benefit more, overall, from radio and print advertising than utilitarian offerings.
This article reports a replication of the Stewart and Furse (1986) study of the influence of executional factors on advertising performance. Using a new set of 1,017 commercials, coded for content, the replication finds the original results reported by Stewart and Furse are highly robust. The use of a brand-differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.
Despite many decades of study, scientists still puzzle over the process of insight. By what mechanism does a person experience that “Aha!” moment, when sudden clarity emerges from a tangled web of thoughts and ideas? This research integrates psychological work on insight with graph theoretic work on “small-world” phenomenon, to construct a theory that explains how insight occurs, how it is similar to and different from more typical learning processes, and why it yields an affective response in the individual. I propose that cognitive insight occurs when an atypical association, forged through random recombination or directed search, results in a "shortcut" in an individual's network of representations. This causes a rapid decrease in path length, reorients the individual's understanding of the relationships within and among the affected representations, and can prompt a cascade of other connections. This result is demonstrated by applying graph theoretical analysis to network translations of commonly used insight problems.
The Alternate Uses Test was administered to 50 undergraduate males instructed to produce creative (i.e., novel and worthwhile) uses and to 55 comparable subjects simply instructed to produce as many uses as possible. All uses were rated for creativity. An index of self-assessed creative thinking ability correlated significantly more strongly (p less than .05) with the number of creative uses produced in the qualitatively-oriented condition than with the number of creative or total uses produced in the standard, quantitatively-oriented condition. The correlation between self-rated creative ability and creative uses production in the qualitatively-oriented condition remained significant (p less than .001) after indices of achievement motivation and general verbal aptitude were partialled out. The results were interpreted as demonstrating the value of coordinating informative divergent thinking test instructions with qualitative scoring criteria.
Do TV commercials provide information that is useful to those making buying decisions? According to this study of almost 400 commercials, less than half have any informational value - and this despite the fact that a very liberal criterion was used.
Purpose
The purpose of this paper is to describe the attributes and benefits of branded bread as perceived by the consumers.
Design/methodology/approach
Previous research on bread is illustrated briefly. The concepts of brand identity and image are introduced, and the brand as a product is presented and subsequently a value proposition is described and used as a theoretical model.
Findings
The findings indicate that nine types of attributes and six types of benefits as perceived by the consumers were found. The types of attributes were related to raw materials, taste, manner of baking, characteristics of the bread, outward appearance, quality, origin, package, and comparison with competing breads. The types of benefits were classified as functional, emotional, self‐expressive, and social. Furthermore, two types of price benefits emerged (positive and negative). The targeted brand identity by the bakery and the perceived image of the branded bread by the consumers were compatible. The brand image as perceived by the customers was varied.
Practical implications
The bakery can utilize the findings in its marketing communication, advertising, campaigns, and when planning the assortment. The findings offer valuable information also for the advertising agency when designing the advertising messages and the unique selling propositions for the case bread.
Originality/value
Compared to the existing research on bread, the contribution of the results is that the bread was analysed from the point of view of the attributes and benefits it offers.
This study examines the creative process of advertising students training to become art directors and copywriters at two public universities. Using a quasi-experimental method coupled with in-depth interviews, the author investigates the nature of the cognitive process students use to generate ideas. Analysis of the students' narratives reveals four key dimensions of their creative process: orientation for the work, approach to the problem, mindscribing, and heuristics. Two theoretical models of students' creative process are proposed based on these dimensions and their interaction. W. Glenn Griffin (Ph.D., University of Texas at Austin) is an assistant professor of advertising, Temerlin Advertising Institute, Southern Methodist University.
It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond advertising. The planning function in U.S. agencies may have progressed beyond only advertising. Jon Steel notes that planners are most useful when they go beyond advertising solutions and into broader business solutions. This article reports the results of a national survey of account planners and is part of a larger study aimed at assessing the attitudes and opinions of planners in the United States. Specifically, the study reported here focuses on the following questions: (1) How is account planning integrated into U.S. advertising agencies? (2) In which areas of strategy planning would account planners like to be more involved? In sum, the results of this study suggest that account planning is integrated up to a certain point in modern full service U.S. advertising agencies, and that planning today is highly integrated into the advertising development process. Further, most planners express high degrees of satisfaction with their involvement in molding consumer perceptions, emotional insights, and lifestyle observations into message strategy or creative briefs for mass advertising. Nevertheless, this study also highlights areas where integration of the account planning function is lacking and in need of improvement. In particular, the areas of media strategy, sales promotion, and public relations development could benefit from insights generated by account planners.
Creative and habitual actions represent competing behavioral options that may be simultaneously influenced by multiple domains of social action. This article integrates psychological and sociological descriptions of creativity and conformity to present a theory of individual creative action within organizational settings composed of intertwined group, organizational, institutional, and market domains. This theory contributes to the innovation literature by illustrating how intentional action and evolutionary processes that legitimize action interact to facilitate creativity and innovation.
Over 35 years the modus operandi of 'account planning' has changed significantly while the rationale has remained the same: to temper intuition with analysis. The aim of this study was to define those changes, investigate possible causes and predict future developments. Scotland was chosen as the fieldwork location. The findings are based on face-to-face interviews in mid-2001 in 24 large and small advertising agencies. This sample included all but four of the Scottish total. The respondents were individuals who either had a specific account planning remit or were senior managers who considered it to be one of their responsibilities. Analysis of transcripts of the interviews suggested four key factors determining how the principle is converted into practice and four distinct models of the account planner's role in the process. It also found that the expected 'conflict' between creative teams and those responsible for strategic planning was in fact seen as productive 'tension' and that pragmatic collaboration was feasible. However, there was conflict with the parallel discipline of media planning. Two future scenarios are discussed and the conclusion drawn that the discipline needs to pay as much attention to planning survival strategies for itself as it does to planning campaign strategies for its clients. The findings and conclusions of a small-scale study are not necessarily generalizable, even based on a virtual census, but do offer a new perspective on a literature that generally deals with practice among large agencies in a handful of world 'capitals' of the discipline.
argue that Darwin's revolutionary insights into biological evolution have implications beyond just the origin of species / the Darwinian process also provides a broader model for understanding the origins of insights in the annals of human achievements
[argue that] certain circumstances may arise that anticipate the occurrence of insights, and insights themselves should anticipate future events / [expand the] discussion . . . into the future tense, particularly with regard to how to prepare for insights and what to predict from them
foresight [preparation, prediction, personal prognosis, social prophecy] (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Several problems, all solvable by one somewhat complex procedure, are presented in succession. If afterwards a similar task is given which can be solved by a more direct and simple method, will the individual be blinded to this direct possibility (
Einstellung)? If a blinding effect does result, will it be of characteristically different strength in groups that differ in educational level, age, etc.? Moreover, if we introduce means to save the subjects or to rescue them from such blindness, will these means readily work? Will they operate differently in various groups? And what may be the real cause for the blinding effect? How are we to understand this phenomenon? (PsycINFO Database Record (c) 2012 APA, all rights reserved)
In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a product-congruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion Model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.
Contenido: Mercadotecnia integrada y su papel en el mejoramiento de la marca; Mercadotecnia integrada desde la perspectiva del consumidor, persuasión y objetivos; Nuevos productos, nombres de marcas, y publicidad del punto de venta; Administración de la publicidad; Administración de la promoción de ventas, relaciones públicas y patrocinios; Presiones externas en mercadotecnia.