Consumers’ Perception of Advertising Creativity: Introducing a Framework
- Author(s)
- A. Triantos, Maria Emmanouela Plakoyiannaki
- Abstract
The purpose of this study is to explore how consumers perceive advertising creativity. In an era of increased conpetition and media saturation, advertising creativity holds a prominent role in differentiating a firm's offering from competition. Most importantly, consumers' perceptions of whether an advertisement is creative or not may play a key role in shaping their buying behaviour. Yet, how advertising creativity is viewed by consumers has been essentially under-explored and forms the key contribution of this paper. Drawn from qualitative consumers focus groups the findings of this study illustrate the influence of advertising creativity on consumer response system, providing implications to practitioners.
- Organisation(s)
- External organisation(s)
- Aristotle University of Thessaloniki
- Publication date
- 11-2009
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502016 SME-research, 502054 Entrepreneurship
- Keywords
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/consumers-perception-of-advertising-creativity-introducing-a-framework(4cc363f1-a4af-4dde-96bf-d05848c8ee33).html