The effect of creative execution in advertising on purchasing intentions

• Main Author: Al Qbain, Hassan Issa Wadie
• Other Authors: Brakus, Josko ; Carr, Chris ; Westland, Stephen
• Published: University of Leeds 2016
• Subjects: 659.1
• Online Access: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.714259

This research investigates new creative executions in advertising. The researcher examines the difference between non-branded ads (ads with no logo), branded ads (ads which show the product’s logo) and degraded Ads (ads which where degraded by pixelation) within the major dimensions of creativity, which are conceptualised as divergence (novelty) and relevance (usefulness) on the following variables: attitude toward the ad (Aad) and purchase intentions (PI). The researcher argues that non-branded Ads (without a logo) generate curiosity, since more thinking is required to determine the product brand. Therefore, the researcher assumes that non-branded Ads will generate more processing (as more elaboration is required to identify the brand). The elaboration processing constructs (amount of attention, curiosity, depth of processing and motivation to process the ad) combined with creativity will affect PI and Aad positively. The results of three experiments shows that non-branded ads on low information gap are not effective and shouldn’t be executed. Degraded ads and non-branded ads of moderate and high information gap had significant effect on PI and Aad. Balancing the positive effect with brand identification, the rates of brand identification fall as the information gap increased. Therefore, non-branded ads of low information gap are not suitable for advertising as they generate similar levels of PI to branded ads, they also carry the risk of mistaken brand identification. Non-branded ads of moderate information gap and degraded ads are found suitable for mass advertising as their effect on PI and Aad was significantly positive while the brand identification of these adds was high. Non-branded ads of high information gap ads had more positive effect on PI and Aad than moderate information gap ads but the brand identification was very low. Therefore, they were found suitable for direct advertising. Four processing elements have been identified and investigated: curiosity, amount of attention, motivation to process the ad and depth of processing the ad. Results reveal that divergence and processing elements were found to mediate the direct effect of the independent variables (information gap, brand visibility, execution tool) and their relationship with PI and Aad. Relevance had no effect on the mediation process. Results of the three experiments on brand identification from non-branded and degraded ads indicates that generation effect through pictorial images can occur. Also, results indicate that ads degraded through pixelation will result in higher levels of both Aad and PI compared to branded and non-branded ads. Results also reveal that rates of brand identification are higher for degraded ads compared to non-branded ads. In summary, based on the experimental work, different creative execution techniques in advertising may significantly influence PI and Aad. However, divergence is indeed an important element of creativity. Relevance, undoubtedly is important to ad effectiveness but appears to be an insignificant and separate construct from creativity in the case of the creative execution of non-branded and degraded ads.