Judgments of Highly Creative Advertising: Presence of Functional Matching and the FCB Planning Model in Clio-Winning Advertisements

Choi, Hyun‐Jung; Kelley, Larry D.; Reid, Leonard N.; Uhrick, Jan; Kuo, Kevin H.M.

doi:10.1080/10400419.2018.1446501

Cited by 6 publications

(4 citation statements)

References 24 publications

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“…When studying original advertising only, the term creativity should be avoided. It also suggests that the reliance on advertising awards as an operationalization of advertising creativity is not valid, as such awards tend to focus on originality (Choi et al 2018; Kilgour, Sasser, and Koslow 2013). The fact that empirical studies have found positive effects of original and award-winning ads, however, is reassuring, as the results suggest that, if anything, those studies underestimate the effects.…”

Section: Discussionmentioning

confidence: 99%

“…Originality also has a positive effect on consumer response, as people have a predisposition to appreciate divergent stimuli and deem them intrinsically interesting (Yang and Smith 2009). Advertising practitioners typically view originality as the most defining aspect of advertising creativity (Koslow, Sasser, and Riordan 2003; Modig and Dahlen 2019), especially when it comes to advertising creativity awards (Choi et al 2018; Smith et al 2007). Thus, it is not surprising that many scholars focus primarily or exclusively on originality when assessing advertising creativity (Krishen and Homer 2012; Pieters, Warlop, and Wedel 2002).…”

Section: Defining and Measuring Advertising Creativitymentioning

confidence: 99%

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A Meta-Analysis of When and How Advertising Creativity Works

Rosengren

Eisend

Koslow³

et al. 2020

Journal of Marketing

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Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.

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Section: Discussionmentioning

confidence: 99%

Section: Defining and Measuring Advertising Creativitymentioning

confidence: 99%

A Meta-Analysis of When and How Advertising Creativity Works

Rosengren

Eisend

Koslow³

et al. 2020

Journal of Marketing

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“…Although a creative advertisement may be more likely to be effective than a standard advertisement, this outcome is not guaranteed as numerous factors likely moderate advertising effectiveness, including the type of advertisement, namely, whether it is a commercial or a public service advertisement (PSA) (e.g., Choi et al, 2018; Hsieh et al, 2016). In general, advertisements can be divided into commercials and PSAs, which are noncommercial.…”

Section: Introductionmentioning

confidence: 99%

“…In contrast, commercial advertisements are mainly devised to generate profit, implying that they are more likely to pioneer emerging techniques for high‐tech expression and are often supported by significant financial investment (e.g., Choi et al, 2018; Kaid et al, 1992). Perhaps because of the differences in their proposed and conveyed ideas, there are two long‐standing debates (almost implicit or informal) regarding their differences in practice and academia.…”

Section: Introductionmentioning

confidence: 99%

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

Shen

Wang

Yu³

et al. 2021

Applied Cognitive Psychology

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Summary The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual‐task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self‐rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.

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Creativity

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Judgments of Highly Creative Advertising: Presence of Functional Matching and the FCB Planning Model in Clio-Winning Advertisements

Cited by 6 publications

References 24 publications

A Meta-Analysis of When and How Advertising Creativity Works

A Meta-Analysis of When and How Advertising Creativity Works

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

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