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Advertising creativityCreativity and efficiencyConsumer related creativityDriving forces behind creativityCreativity and purchase intentions
Previous research within the field of advertising creativity has been based on the point of view of professional advertisers, deciding the norms of creativity without wondering how consumers define creativity. Thus, the main purpose of our thesis has been to investigate which dimensions advertising creativity consists of and the driving forces behind them. All based on a consumers? point of view. The secondary purpose has been to show how creativity affects efficiency through purchase intentions and Word- of-Mouth. In order to investigate this we conducted a quantitative study where students filled out a questionnaire based on two categories of print adverts, one standardized and one non-standardized. Our results shows that print advertising creativity consist of the following dimensions; being new, emotional and the quality of the ad. We have also shown that there is a negative, but weak, correlation between creativity and purchase intentions. However a creative ad does increase WOM. In conclusion: what consumers? find creative is actually very personal. How a person defines ?new? and what makes him/her feel good are personal factors that are difficult to generalize for an entire target group. That creativity increases WOM is not surprising since people have a tendency to talk about things that are new and make them feel good. Based on our results, we would like to recommend creatives to produce advertising with the aim of being interpreted as creative and we have shown them the tools available to achieve this goal.