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Creativity in Social Advertising: Developing a Conceptual Framework

Author

Listed:
  • Plakoyiannaki, Emmanouella
  • Triantos, Alexandros
  • Tsiotsou, Rodoula

Abstract

Creativity constitutes a significant element in advertising because it is related to competitive advantage, to advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying social messages sent by non profit organizations. The aim of the present study is to examine the concept of creativity in social advertising and develop a conceptual framework. Using focus group methodology, we gathered data from 60 consumers. The findings of the study indicate that creativity is a sense-making process that develops positive consumer attitudes. Moreover, the emotional appeal found in social advertising represents a necessary element of creativity in this type of advertising.

Suggested Citation

  • Plakoyiannaki, Emmanouella & Triantos, Alexandros & Tsiotsou, Rodoula, 2010. "Creativity in Social Advertising: Developing a Conceptual Framework," Apas Papers 135, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:135
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/154
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