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 |