Abstract
The research has been conducted to find out the factors affecting the advertising creativity in the context of Bangladesh. The research is a Conclusive Causal Research, where we tried to find factors influencing advertising creativity in the Bangladeshi market. The study was conducted through an online questionnaire survey as well as face to face interview with the hardcopy of the questionnaire, both of which involved 210 participants. An in-depth analysis was run through SPSS V25.0 to analyze the acquired data. It was found that Motivation and Divergence greatly influences Innovation in Advertisement, however, the Bangladeshi market does not intend to follow the global Trend. In addition to this, we proposed what the customer base of the market demands when it comes to brand promotions, and how they perceive the recent changes as well as what makes the promotional campaigns innovative. It was found that the younger customers tend to be more inclined towards the uniqueness, novelty, and originality of today’s advertisements, while they do not indulge in being included in the campaigns. Moreover, with the industry being more competitive and diverse, the work environment is expected to be more challenging as well as rewarding that will bring out the creativity out of the marketers.
Highlights
TV, Radio, or Digital Advertising in Bangladesh has always been more traditional than any other form of Integrated Marketing Communications (IMC)
The research paper tried to find out answers to the questions on how consumers perceive innovative ads, what the industry requires to encourage more innovation in promotional, and what affects the creativeness in brand communication in the market
When our secondary sources suggested that Divergence, Trend, and Motivation are the most influencing variables that affect innovative advertisements, the local customers’ perspective was only inclined towards Motivation factor in ad creativity
Summary
TV, Radio, or Digital Advertising in Bangladesh has always been more traditional than any other form of Integrated Marketing Communications (IMC). While we always have seen a part of the Bangladeshi culture in the local advertisements, the concept of constructing something creative has been relatively new in the marketing industry of this country. How Bangladesh has been doing in the advertising sector and whether the country’s ad agencies and targeted consumers have transitioned into a more creative mindset of promotion. Advertising in this country has become a concept of promoting for the customers rather than to the customers. The mindset of promoting for the customer has been revolutionary in ad agencies where customers do not get attracted to the conventional forms of advertising; they demand something unique, novel, and creative
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