Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

Mazhar Ali

MPRA Paper from University Library of Munich, Germany

Abstract: This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products.This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement,Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads .Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.

Keywords: Creativity; advertising effectiveness; purchase intention; Aided Recall; Un-aided Recall; Product involvement. (search for similar items in EconPapers)
JEL-codes: M37 M39 (search for similar items in EconPapers)
Date: 2016-01
New Economics Papers: this item is included in nep-cse, nep-cul and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:72699

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