Institutional Affiliation

  1. What is creativity and advertising creativity more specifically?

The phenomenon of creativity can also be referred to as innovativeness or inventiveness. Generally, it involves imagining or coming up with new ideas that are later transformed into reality or into something new which is of value. Through creativity, a solution to an existing problem can also be developed. On the other hand, advertising creativity is the capability to generate original and unique ideas that can be utilized to resolve issues in communication (Baack, et al. 2016). The ideas should be relevant to the targeted audience for them to be effective.

  1. What is the purpose of creativity in marketing communications?

In marketing communications. Creativity makes a message more eye-catching and attention-grabbing. The incorporation of stunning or provocative visual effects makes the targeted audience to be interested in the message being portrayed. As a result, they are more likely to have the desire to buy the product being marketed (Baack, et al. 2016). As such, the overall objective of creativity in marketing communication is to attract more buyers into purchasing an item.

  1. What is the impact of media on creativity and vice versa?

Media promotes creativity. By portraying messages from different advertisements for various products on diverse platforms, the media enables other marketers or companies to know how they can communicate better to their audiences or attract more people. As a result, they are prompted to come up with unique ways to reach their target market (Lee & Hong, 2016). On the other hand, creativity helps the media to be more relevant to the people as it is the main channel used by companies to market or advertise their products or services.

  1. How do different media impact creativity?

Social media, for instance, promotes creativity by making it more diverse. Given that sites such as Facebook and Twitter can reach millions of people all over the world, advertisers are compelled to come up with messages that can be understood by multiple cultures without offending anyone. On the other hand, televisions tend to reinforce visual designs creativity more (Baack, et al. 2016). This is because visual messages may be more appealing to people who are watching the television. Also, the print media such as magazines tend to concentrate on visual innovativeness such as the use of highly colored cartoon drawings. As for radio media, advertisers highly promote dramatization of messages to make them more interesting to listeners.

  1. How, when, and where does creativity enhance advertising and media effectiveness?

Creativity makes advertising and more effective when more customers buy the products or services being marketed. This is often after the message has been communicated via the media. The customers can leave positive reviews on the company’s website or through social media (Lee & Hong, 2016).

  1. How can we/should we measure advertising creativity? Why?

Advertising creativity can be measured by conducting research to get views of the target market. This is because, only the customers who were attracted to the advertisement can tell why and what aspect of a message grabbed their attention (Lee & Hong, 2016).
Baack, D. W., Wilson, R. T., van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter?. Industrial Marketing Management55, 169-177.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management36(3), 360-373.