Ad Creativity: A Conceptual Perspective

28 Pages Posted: 13 Jan 2003

See all articles by Swee Hoon Ang

Swee Hoon Ang

National University of Singapore (NUS) - Department of Marketing

Siew Meng Leong

National University of Singapore (NUS) - NUS Business School

Yih Hwai Lee

National University of Singapore (NUS) - Department of Marketing

Date Written: October 2002

Abstract

Advertising creativity is conceptualized as a function of three dimensions - novelty, meaningfulness, and connectedness. Novelty and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship among these dimensions and ad effectiveness, the linkage of ad creativity level to persuasion, and the measurement of the three ad creativity dimensions are discussed.

Suggested Citation

Ang, Swee Hoon and Leong, Siew Meng and Lee, Yih Hwai, Ad Creativity: A Conceptual Perspective (October 2002). Available at SSRN: https://ssrn.com/abstract=339363 or http://dx.doi.org/10.2139/ssrn.339363

Swee Hoon Ang (Contact Author)

National University of Singapore (NUS) - Department of Marketing ( email )

Kent Ridge Crescent
Singapore 119260
Singapore

Siew Meng Leong

National University of Singapore (NUS) - NUS Business School ( email )

1 Business Link
Singapore, 117592
Singapore

Yih Hwai Lee

National University of Singapore (NUS) - Department of Marketing ( email )

Kent Ridge Crescent
Singapore 119260
Singapore

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