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De verkliga effekterna av kreativa mediaval på kort och lång sikt
The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category. We examine how an ad-message communicated through a creative media affects the consumers? evaluations compared to the same message communicated through a traditional media choice in a realistic setting. This allows us to present interesting conclusions and implications that have not been possible to determine through prior studies. Our results indicate that when consumers are exposed to an ad-message communicated through a creative media, they allocate more attention to the ad, show stronger brand associations, more positive ad and brand attitudes, higher brand interest and are more prone to spread word of mouth. In the long term, the effects are enduring and memorability is significantly improved. We also conclude that there is a possibility for a brand to ?own? a specific medium.