Creativity in Social Advertising: Developing a Conceptual Framework

Academic Public Administration Studies

Creativity in Social Advertising: Developing a Conceptual Framework

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Title: Creativity in Social Advertising: Developing a Conceptual Framework
Author: Triantos, Alexandros; Plakoyiannaki, Emmanouella; Tsiotsou, Rodoula
Abstract: Creativity constitutes a significant element in advertising because it is related to competitive advantage, to advertising effectiveness and to the development of strong brands. Social advertising is a special case of advertising conveying social messages sent by non profit organizations. The aim of the present study is to examine the concept of creativity in social advertising and develop a conceptual framework. Using focus group methodology, we gathered data from 60 consumers. The findings of the study indicate that creativity is a sense-making process that develops positive consumer attitudes. Moreover, the emotional appeal found in social advertising represents a necessary element of creativity in this type of advertising.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/154
Date: 2010-06-09


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