Creativity in advertising when it works and when it doesn't 1,According to the reading, what creativity...

Creativity in advertising when it works and when it doesn't

1,According to the reading, what creativity combination works best in advertising? Describe its two elements and provide an example.

2,According to the reading, what creativity combination is the least effective in advertising? Describe its two elements and provide an example.

Expert Solution

The dimensions of creativity have widely differing consequences when used in combination. Compared effectiveness here demonstrates the market uplift a particular couple experienced compared to average efficacy. Nonetheless, given the differences, businesses in our sample used the 10 variations in approximately the same proportion (shown here as a percentage of overall usage), indicating that other firms will not get the best out of their advertising expenditures.

The most commonly used combination, flexibility plus elaboration, is among the least effective. Most effective pairing, originality plus elaboration, had nearly double the effect. Flexibility is one of the least powerful measurements, whether it's used individually or together. Although originality has no influence on selling alone, it seems to play a major supporting role, featuring in three of the four most successful pairings. For eg, assume a corporation decides to run two television campaigns: Campaign A has a innovation rating of 3, and has received a television budget of €500,000 a week. Project B has a ranking of 3.5, but it plans to spend just €400,000 a week on airtime as it costs more to build the ad. (The organization creates imagination awards by asking user panels to test the five-dimensional product drafts and storyboards.)

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