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Advertising effectiveness: the impact of advertising creativity and emotional media context
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| 1.14 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Ad creativity and the emotional media context in which the ad is embedded are known
to play an important role in ad effectiveness. As the effectiveness of ad campaigns is a major
concern for advertisers nowadays due to the rising cost of consumer attention, the current
research explores how it can be enhanced by looking both at the impact of ad creativity
dimensions and of the arousal level of the media context on advertising outcomes. Two
studies were conducted for this purpose. The first one (N = 217) showed that the two ad
creativity dimensions – divergence and relevance – exert a differential effect on attitude
toward the ad, attitude toward the brand and purchase intention, and that the extent of such
effects differs for emotional and informational ads. The second study (N = 66) demonstrated
that the arousal level of the media context in which the ad is embedded seems to influence
brand recall. The theoretical and managerial implications of such findings are discussed.
Descrição
Palavras-chave
Advertising Creativity Media context Emotion