Abstract
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads. Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.
Highlights
With the advent of technology, it is becoming easier to avoid television advertisements (Ads).Consumer exposure to Ads has become a real challenge for marketers
This study aims to measure the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention
Many advertising researches were conducted addressing the effectiveness of creativity,but majority of them were limited to low involvement products
Summary
With the advent of technology, it is becoming easier to avoid television advertisements (Ads).Consumer exposure to Ads has become a real challenge for marketers. The number of channels has remarkably increased (Till & Baack, 2005), giving consumer wide array of choices. One solution to reach the audience, and to persuade them to watch advertisements is by making creative Ads to gain attention (Yang & Smith, 2009) but the persuasive aspect of using creativity in Ads is open to skepticism (Till & Baack, 2005).Normally persuasion objective is to induce purchase intention in the target market;Though the purchase intention is not the sole advertising effectiveness variable. Advertising literature includes many other variables for measuring advertising effectiveness, such as Ad recall (Pieters, Warlop & Wedel, 2002).recognition (Singh, Rothschild & Churchill ,1988), attitude toward Ad (MacKenzie & Lutz, 1989)) and attitude toward the brand (Mitchell,1986)
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