Martinez, Luís FilipeAlves, CátiaCosta, Maria João Carvalho Trindade Neves e2019-05-062019-05-062019-01-15http://hdl.handle.net/10362/68754Ad 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.engAdvertisingCreativityMedia contextEmotionmaster thesis202224929