Ad Creativity: A Conceptual Perspective
28 Pages Posted: 13 Jan 2003
Date Written: October 2002
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.
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