Creative Advertising; What is it and can it Create Positive Brand Images and Purchasing Possibilities?

Gan Foon Yoong; Rashad Yazdanifard

Authors

Gan Foon Yoong
Rashad Yazdanifard

Keywords:

creative advertising, purchasing power, originality, limitation

Abstract

This paper studies the meaning of creative advertising and can it create positive brand images and purchasing possibility. It discusses about how an advertisement qualifies as creative according to past researches, the elements involved in the qualifications, how it works and if it works. This paper also looked into the barriers of creative advertising which involves consumers' persuasion knowledge and the limitation of advertisements. This paper studied through various journal articles. Findings show that among the qualifications in past researches, originality would be the main aspect in creativity although the other three elements discussed; attractiveness, persuasion and strategy are equally important in an advertisement. Past researches showed that advertisements have limits, whether creative or not due to consumers' own chain of thoughts and knowledge. Although it is limited, advertisers still have a higher chance to boost up their purchasing possibility by creating a positive brand image through creative advertisements.

Downloads

How to Cite

Creative Advertising; What is it and can it Create Positive Brand Images and Purchasing Possibilities?. (2014). Global Journal of Management and Business Research, 14(21), 19-24. https://journalofbusiness.org/index.php/GJMBR/article/view/

Download Citation

References

Alexandra Aguirre-Rodriguez (2013) The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness. 42(4), 371-379. https://doi.org/10.1080/00913367.2013.803186

R. Angell (2013) Draw, Write, and Tell. 337-390.

S. Carlson (2014) When Three Charms but Four Alarms: Identifying the Optirnai Number of Clairns in Persuasion Settings. 78, 127-139.

Coca-Cola (2014) http://www.youtube.com/watch?v=t9cmoT_wb0A

(2011) COCA-COLA GOES GLOBAL: A CONTENT ANALYSIS OF COCA-COLA ADVERTISEMENTS FROM SIX COUNTRIES. 1-64.

a. Violin, Some Fish (n.d.). 1-4.

Danielle Bargh, A. (n.D Advertising as Persuasion. 66-68.

X. Deng (2009) CONSUMER RESPONSE TO VISUAL ASPECTS OF PACKAGING AND PRODUCT DESIGN. 1-93.

Dunhill (2013) Dunhill Cigarette TV Commercial 2013. http://www.youtube.com/watch?v=6o37uezK7JI

M. Elizabeth A. Gilptn (2007) Receptivity to Tobacco Advertising and Promotions Among Young Adolescents as a Predictor of Established Smoking in Young Adulthood. 1489-1495.

M. Erik Modig (2014) Consumer-perceived signals of 'creative' versus 'efficient' advertising. 33(1), 137-154. https://doi.org/10.2501/ija-33-1-137-154

W. Guangping Wang (2013) Advertiser Risk Taking, Campaign Originality, and Campaign Performance. 42(1), 42-53. https://doi.org/10.1080/00913367.2012.749078

P. Jain (2014) Consumer Response to Advertising Appeals: A Gender Based Study. 9(3), 37-43.

M. Kang (2010) ADVERTISING DECISIONS: WHICH PRODUCT, WHERE AND WHEN?.

KENNETH CLOW, C. T (2005) AN EXAMINATION OF THE VISUAL ELEMENT OF SERVICE ADVERTISEMENTS. 15(1). https://doi.org/10.63963/001c.150871

A. Kilgour (2006) The Creative Process: The Effects of Domain Specific Knowledge and Creative Thinking Techniques on Creativity.

S. Koslow, S. Sasser, E. Riordan (2013) What is Creative to Whom and Why? Perceptions in advertising agencies.

PepsiCo (2014) The Unbelievable Game - Pepsi Max. http://www.youtube.com/watch?v=jkUcFF4VmO4

Prudential (2013) http://www.youtube.com/watch?v=C3qj88J7-jA

Prudential (2014) The Prudential Ribbons Experiment: 60. http://www.youtube.com/watch?v=OGjYa6S2ZyY

G. Reid (2009) AGENCY PRACTITIONER THEORIES OF HOW ADVERTISING WORKS. 38(3), 81-96.

W. Saffert (2013) Creativity in Advertising When It Works and When It Doesn't. 107-112.

M. Sara Rosengren (2013) Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser. 42(4), 320-330.

S. Scott Koslow (2003) What Is Creative to Whom and Why? Perceptions in Advertising Agencies. 96-109.

M. Stuhlfaut (2006) WHAT IS CREATIVE AND WHAT IS NOT: THE INFLUENCE OF SOCIAL NORMS FOR CREATIVITY IN ADVERTISING AGENCIES.

S. Svendsen (2013) Refresh. Create. Inspire: A Rhetorical Analysis of the Mission, Vision and Values Behind The Coca-Cola Company and the Digital Marketing Strategies of the "Open Happiness" Campaign.

Tony (2008) ADVERTISING & MARKETING.

Kilgour M, Koslow S (2009) Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising. 37, 298-309.