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Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

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  • Ali, Mazhar

Abstract

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads .Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.

Suggested Citation

  • Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
    • Handle: RePEc:zbw:espost:180145
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    References listed on IDEAS

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    Cited by:

    1. Shuja, Komal & Ali, Mazhar & Anjum, Munazzah Mehak & Rahim, Abdul, 2018. "Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(2), pages 31-47.
    2. Ali, Mazhar & Amir, Dr.Huma & Shamsi, Dr.Aamir, 2021. "Consumer Herding Behavior in Online Buying: A Literature Review," MPRA Paper 107435, University Library of Munich, Germany.
    3. William K. Darley & Jeen-Su Lim, 2023. "Advertising creativity and its effects: a meta-analysis of the moderating role of modality," Marketing Letters, Springer, vol. 34(1), pages 99-111, March.

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    More about this item

    Keywords

    Creativity; advertising effectiveness; purchase intention; Aided Recall; Un-aided Recall; Product involvement;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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