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| Author: | Dahlén, M. Rosengren, S. Törn, F. |
| Title: | Advertising creativity matters |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.392-403 |
| Index terms: | creativity advertising innovation success advertising effectiveness marketing strategy |
| Language: | eng |
| Abstract: | The study investigates the creativity in advertisements, whether it adds functionality of the advertisements or has other positive effects. The survey was made by comparing responses between consumers who have been exposed to a more creative versus a less creative advertisement for the same brand with the same message. The results reveal that advertising creativity improves both brand interest and perceived brand quality. The influence was noticed by paying attention to the consumers opinion about the creativity. |
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