Abstract
This study access using creativity tools to achieve Advertising Effectiveness in Organizations. The major objective of this study was to examine how to use best creativity tools to achieve advertising effectiveness in organizations, specific objectives includes determining the influence of brainstorming on achieving advertising effectiveness: To examine the impact of Humor in achieving Advertising Effectiveness. The design of the study was descriptive survey with a sample size of 89 subjects randomly selected, A Structural Questionnaire was the Instrument used to gather Data from the field for Analysis; Multivariate Regression was employed to rest the four hypotheses formulated. The findings revealed that the influence of brainstorming on achieving advertising in organization were greater than the influence of Humor, Novelty and creativeness (58.34>23A1 and 12.074) respectively. The study concluded that organization should strengthen on these two major that yield the highest value for achieving advertising effectiveness in organizations. The study recommended among others that the model used in this work should, be properly adopted by the firm's for adequate sustainability of its existence.
Highlights
Creativity is considered as the ultimate aspect of human qualities central to people from all walks of life, and even as one of the measures of intelligence
The major problem of this study is to identify those factors that could lead to standard application of creativity tools in advertising, in other words, most business owners don't believe in advertising, but there is need with critical evidence to show on how business owner avoid advertisement
From the foregoing analyses, we discover that all four creativity tool used in analyzing the achievement of advertising effectiveness are statistically equal to zero; they are significant
Summary
Creativity is considered as the ultimate aspect of human qualities central to people from all walks of life, and even as one of the measures of intelligence. Our ability to create is believed to be God like. A gift from the God's", as the author of Amadens says. Successful creativity management is the hallmark of a vital and prosperous advertising Agency. The most important function of an Agency is designing creative advertisement (Tellis, 1998). It is the only organizational instance in which creativity is the name of a department needed creative directives. Creativity in general represents important criteria in selecting advertising agencies. It is an important predictor of overall satisfaction within an agency (Halinen, 1997, West, 1993)
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