EVALUATING ADVERTISING EFFECTIVENESS OF CREATIVE TELEVISION ADVERTISEMENTS FOR HIGH INVOLVEMENT PRODUCTS

Mazhar Ali

Abstract


This study investigates advertising effectiveness ofcreative TV advertisements (Ads) for high involvement products. Themajority of such studies have been conducted using low involvementproducts. There is a need to conduct a research to find out theeffectiveness of creative advertisements for high involvement products.This study will fill this knowledge gap. This study aimed at measuringthe impact of creativity in Ads on Attitude toward Advertisement,Unaided Recall and Purchase intention. It involved 94 universitystudents in an experimental research. Paired sample t-test was usedfor evaluating creative and control Ads .Data analysis reveals thatcreative Ads are better than control Ads in generating favorableattitude toward ad and high Ad recall but equally ineffective inpersuading customers to buy. Binary logistic regression showed smallrole of creativity in causing high Ad recall while multiple regressionanalysis confirmed the supremacy of creative Ads for forming afavorable attitude toward Ad

Keywords


Creativity, advertising effectiveness, purchase intention, Aided Recall, Un-aided

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DOI: http://dx.doi.org/10.22555/pbr.v17i4.557

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