Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

17 Pages Posted: 22 Mar 2016

See all articles by Mazhar Ali

Mazhar Ali

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Date Written: January 22, 2016

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.

Keywords: Creativity, advertising effectiveness, purchase intention, Aided Recall, Un-aided Recall, Product involvement

Suggested Citation

Ali, Mazhar, Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products (January 22, 2016). Available at SSRN: https://ssrn.com/abstract=2752965 or http://dx.doi.org/10.2139/ssrn.2752965

Mazhar Ali (Contact Author)

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) ( email )

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