The Impact of Advertising Creativity on the Hierarchy of Effects

Smith, Robert E.; Chen, Jiemiao; Xia, Yang

doi:10.2753/joa0091-3367370404

Cited by 234 publications

(210 citation statements)

References 41 publications

Supporting

Mentioning

175

Contrasting

Unclassified

Order By: Relevance

“…Its presence can enhance attention, produce recognition and recall brand awareness. The number of ads that come into notice through novelty and shock is growing (Smith, Chen, and Yang 2008). The combination between violence and humor seemed a successful path to follow in media and advertisement.…”

Section: Humor and Violence In Advertisingmentioning

confidence: 99%

Violence Dressed in Humor: Comedic Violence in Advertising

Gradinaru¹

2015

JMC

View full text Add to dashboard Cite

This paper investigates the concepts of humor and violence and their complex relationships contextualized in the advertising domain. Thus, the main theories of humor and the most important elements from media violence paradigms are critically pointed out. The effects of comedic violence in advertising may be positive (great involvement with the ad message, retention of brand information, higher pass-along probability), and also negative (offending the audience, desensitization, damaging the reputation and the brand equity). A lot of factors change the perception of comedic violent ads (such as gender or social norm beliefs), so that a multidimensional analysis of consumer perceptions is needed if we want to draw a more accurate picture of this phenomenon. The analysis of the specific ad that I developed in the second part of this paper showed clearly the interplay between perceived humor and perceived violence and also the relevance of the cultural background in its interpretation.

show abstract

Section: Humor and Violence In Advertisingmentioning

confidence: 99%

Violence Dressed in Humor: Comedic Violence in Advertising

Gradinaru¹

2015

JMC

View full text Add to dashboard Cite

show abstract

“…Creative messages and advertisements influence them by being better attended, better remembered, and seen more favorably (Baack et al, 2016;Smith, MacKenzie, Yang, Buchholz & Darley, 2007;Till & Baack, 2005;Smith & Yang, 2004;Lee & Hong, 2016). Thus, creative ads lead to more favorable attitudes and increase the probability of a series of behaviours such as purchase intention, which are highly significant advertising outcomes and strongly related to add effectiveness (Baack et al, 2016;Smith et al, 2007;Smith et al, 2008;West et al, 2008).…”

Section: Introductionmentioning

confidence: 99%

“…In consideration to this fact that most of the related research indicates creative messaging increased the effectiveness of advertising, in academic papers, creative message as the creative advertising foundation must be included two elements "novel" and "relevant" (Smith & Yang, 2004;Smith et al, 2008;Baack et al, 2008;Ang, Lee, & Leong 2007;Lehnert et al, 2014;Lee & Hong, 2016;Maniu & Zaharie, 2014).…”

Section: Creativity and Advertising Effectivenessmentioning

confidence: 99%

“…Clearly then, creativity has a positive impact on ad processing and response (effectiveness) (Baack et al, 2016;West, Kover & Caruana, 2008). Several studies indicate that creative advertisements definitely, owing to their attention-getting qualities, are consequently influential in promoting deeper levels of message processing than noncreative ads (Baack et al, 2016;Smith, Chen & Yang, 2008;Maclnnis & Jaworski, 1998;Lee & Hong, 2016;Sasser & Koslow, 2008). By being innovative stimuli, viewers usually want to solve the puzzle (Baack et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Sameti

Khalili

2017

View full text Add to dashboard Cite

Purpose: With regard to the fact that people usually try to avoid repetitive and boring advertisements, creativity as the heart of advertising effectiveness has a significant role in drawing their attention. On this basis, the present study attempts to evaluate the influence of creative advertising strategies by comparing "in-store" and "out-of-store" creative advertisements.Design/methodology: This research has been conducted in Tehran (capital of Iran) and 588 volunteers randomly participated in the survey so as to examine the consumers' attitude/behaviour towards the advertised brand, advertised product, and purchases intention exposing creative in-store and out-of-store advertisements. In the current study, creative "endof-aisle display stands" in grocery stores/supermarkets represent in-store advertising media, and creative "TV commercials" represent out-of-store advertising. Furthermore to examine the hypotheses, one-sample t-test and paired sample t-test were used. Findings:The results show that creative out-of-store advertising has influence primarily on attitude towards the advertised brand, then on attitude towards the advertised product, and -523-Intangible Capital -https://doi.org/10.3926/ic.986 finally on the purchases intention. On the other hand, creative in-store advertising, firstly has influence on the purchase intention, then on attitude towards the advertised brand, and lastly on attitude towards the advertised product. The findings provide important insights to the formulation of strategic marketing/advertising and would pave the related innovative ways to capitalize on strategic opportunities. Originality/value:The study is the first survey comparing the effectiveness of in-store and out-of-store creative advertising in order to find out a strategic marketing/advertising solution.

show abstract

“…Many researches proved that the steps of ads exposure are attention to the ads, get the message, like the ads, and then purchase intention, [8]. The consumer response towards ads directly affect the cognitive or affective response, which determine the purchase intention, [9].…”

Section: Literature Reviewmentioning

confidence: 99%

Ad-Creativity, Internal Consumer Response, and Purchase Intention: An Evaluation upon Ardiles “Flash Mom” TV Ad

Samuel

Aurellia

2017

SHS Web Conf.

View full text Add to dashboard Cite

This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles' "Flash Mom" TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some primary schools in Surabaya. Each of them were shown the ardiles' advertisement entitled "flash mom" twice and then they were asked to answer the questionare. The research variable AdCreativity as the independent variable consist of Divergence dimention which is measured by five indicators and Relevance dimention which is

show abstract

The Impact of Advertising Creativity on the Hierarchy of Effects

Cited by 234 publications

References 41 publications

Violence Dressed in Humor: Comedic Violence in Advertising

Violence Dressed in Humor: Comedic Violence in Advertising

Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Ad-Creativity, Internal Consumer Response, and Purchase Intention: An Evaluation upon Ardiles “Flash Mom” TV Ad

Contact Info

Product

Resources

About