Advertising Creativity Matters

TLDR

The study investigates whether advertising creativity that does not enhance recall, liking, comprehension, or persuasiveness can still be useful. The experiment shows that such creativity increases brand interest and perceived quality, with effects mediated by consumer-perceived creativity, implying new insights for developing, measuring, and positioning creative ads.

Abstract

<h3>ABSTRACT</h3> Could “wasteful” advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising.