Creativity in Social Advertising: Developing a Conceptual Framework

Emmanuella Plakoyiannaki, Alexandros Triantos and Rodoula Tsiotsou

No 135, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Creativity constitutes a significant element in advertising because it is related to competitive advantage, to advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying social messages sent by non profit organizations. The aim of the present study is to examine the concept of creativity in social advertising and develop a conceptual framework. Using focus group methodology, we gathered data from 60 consumers. The findings of the study indicate that creativity is a sense-making process that develops positive consumer attitudes. Moreover, the emotional appeal found in social advertising represents a necessary element of creativity in this type of advertising.

Keywords: Advertising; Creativity; Social Advertising; Non-Profit Organizations (search for similar items in EconPapers)
Date: 2010-06-09
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.apas.admpubl.snspa.ro/handle/2010/154
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to www.apas.admpubl.snspa.ro:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nsu:apasro:135

Access Statistics for this paper

More papers in Apas Papers from Academic Public Administration Studies Archive - APAS Contact information at EDIRC.
Bibliographic data for series maintained by Ani Matei ().