Abstract
The advertising professionals and agencies are always doing their level best to develop eye-catching and heart touching creative advertisements so that companies get sufficient return on their advertising expenditures. Moreover, advertising researchers have consensus on the conceptualization of advertising creativity and ascertain that creative advertisements are both novel and meaningful. However, which of the advertising elements such as advertising jingles, slogan, character, storyline and advertising drama contribute to advertising creativity is one of the recent issues that has been least studied. The aim of this study is to investigate how these advertising elements contribute towards enhancing the advertising novelty and meaningfulness, the two foremost dimensions of advertising creativity. Towards this end, forty-one award-winning television advertisements are reassessed for creativity (study one) and subsequently, eleven ads are content analyzed (study two) for its role in enhancing advertising novelty and advertising meaningfulness. The mean analysis of novelty and meaningfulness for the respective advertising elements provide evidence that advertising slogan and dramatization had a significant impact in enhancing advertising creativity. It is also paramount to mention that other advertising elements including jingles, character and storyline though did not attain significance, however, also reflected sufficient agreement for its contribution to ad novelty and meaningfulness. The study findings present valuable implications for business and advertising professionals in Pakistan.
Highlights
The production and creation of creative advertisementshave long been a concern for both the advertising agencies and advertisers
The study was conducted in two phases: the first phase aimed at identifying those Pakistan Advertisers Society (PAS) advertisements which are though assessed creative by advertising professionals are reassessed by final consumers for advertising novelty and meaningfulness
This study investigated the role of various advertising elements including advertising jingles, slogan, advertising drama and many other elements in enhancing the creativity of television advertisements in Pakistan
Summary
The production and creation of creative advertisementshave long been a concern for both the advertising agencies and advertisers. Advertising has got a fundamental position in the organizations and for the same reason, the creativity of advertisements is considered very important for the success of advertisement as well as the advertising agencies developing such ads (Ang & Low, 2000). With an increasing number of products entering the market, the competition gets more intensified. Just producing a good product is usually not considered sufficient to contest in a highly competitive market (Alsmadi, 2006; Kumar & Reinartz, 2006). Consumers are increasingly becoming highly sophisticated, educated, choosy, and savvier in their buying decisions. Further with so many substitute consumer goods flowing into the market providing more or less the same functions, the only tool used to differentiate them is through the use of creative advertisements. Advertisers and marketers realize the vital role of creativity in making advertisements as they believe that creative advertisements are comparatively more effective
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