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Creativity

Creativity. MKT 642 - November 19, 2003 Presented by: Peter Atmali Michael Miyagishima. Article to be Discussed. Title: Creativity Vs. Effectiveness? Author: Arthur J. Kover, Stephen M. Goldberg, and William L. James Source: Journal of Advertising Research - November/December 1995.

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Creativity

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  1. Creativity MKT 642 - November 19, 2003 Presented by: Peter Atmali Michael Miyagishima

  2. Article to be Discussed Title: Creativity Vs. Effectiveness? Author: Arthur J. Kover, Stephen M. Goldberg, and William L. James Source: Journal of Advertising Research - November/December 1995

  3. Who’s Right? • “Creatives” - those who create the advertising • Creativity is necessary for effectiveness • Advertising Managers - those who insist that it be “effective” • Creativity is merely a front for self-indulgent “artistic” attempts • Bothersome, costly, time consuming

  4. Distinction Between Effectiveness and Creativity • How do consumers react to different kinds of advertising executions? • Do they respond as those in the advertising business believe they will? • Is there another dimension of response that transcends and might include creativity and effectiveness as defined by advertising people?

  5. Definition of Terms Methodology Measures of Interest Analysis and Results Alternate Analyses Approaching a New Classification Viewers’ Emotional Responses to Advertising Conclusion Agenda

  6. Definition of Terms • “Creative” advertising - that which had won a major award for creativity • The “One Show” award - competition for advertising creativity

  7. Definition of Terms • “Effective” advertising - that which had won a major award for effectiveness • EFFIE award - meeting marketing goals • Sales • Other market data

  8. Method • Participants were given 6 TV commercials to sample (various reels - random order) • 2 categories (restaurants, financial services, automobiles, sneakers) • Creative Commercial (One Show) • Effective Commercial (EFFIE) • Middle-of-the-road Commercial (selected by a panel of advertising executives)

  9. Method • Questionnaires: • Commercial’s ability to elicit interest in the brand/product advertised • Commercial’s likability • Commercial’s internal congruency (whether the ad fit its category) • Commercial’s creativity

  10. Response Profiles of Clusters

  11. Cluster Analysis

  12. Cluster Results • Some “creative” advertising is effective • Some “effective” advertising is creative • Some advertising can be neither

  13. Alternate Analyses • Small group clusters can be affected by minor differences in responses • Stable solution and sensible representation of consumers responses to advertising • Would results differ if all ads were seen? • Johnson Hierarchical Clustering of 12 ads • Results lends some credibility to original groupings

  14. Approaching a New Classification • Responses go against conventional wisdom about advertising • Expected advertising was liked • Thought to be effective and creative • Commercials that “jolt” viewers – unexpected • Thought to be neither effective or creative • Creativity and effectiveness appear to join in consumers’ minds, rather than being separate • Copywriters believe there is always an emotional “connection” with advertising

  15. Viewers’ Emotional Response

  16. Viewers’ Emotional Response *Too few responses to include

  17. Toward an Integrative Classification • Cluster I – Person Enhancing • Cluster II – Attention-Getting but Not Touching My Life • Cluster III – Ho Hum • Cluster IV – Not-Me • Advertising that provides for personal enhancement

  18. Conclusion • Key to understanding advertising is how people respond to it • Think of the viewer first • Emotional connection • Key pathway: • Reinforce individual’s idea self • Increase favorable attitude toward both advertising and brand/product

  19. Questions?

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