CreativityCreativity

MKT 642 - November 19, 2003MKT 642 - November 19, 2003

Presented by:Presented by:

Peter AtmaliPeter Atmali

Michael MiyagishimaMichael Miyagishima

Article to be Article to be DiscussedDiscussed

Title:Title: Creativity Vs. Effectiveness? Creativity Vs. Effectiveness?

Author:Author: Arthur J. Kover, Stephen M. Arthur J. Kover, Stephen M. Goldberg, and William L. JamesGoldberg, and William L. James

Source:Source: Journal of Advertising Journal of Advertising Research - November/December 1995Research - November/December 1995

Who’s Right?Who’s Right?

““Creatives” - those who create the Creatives” - those who create the advertisingadvertising– Creativity is necessary for effectivenessCreativity is necessary for effectiveness

Advertising Managers - those who Advertising Managers - those who insist that it be “effective”insist that it be “effective”– Creativity is merely a front for self-Creativity is merely a front for self-

indulgent “artistic” attemptsindulgent “artistic” attempts– Bothersome, costly, time consumingBothersome, costly, time consuming

Distinction Between Distinction Between Effectiveness and Effectiveness and

CreativityCreativity

How do consumers react to different How do consumers react to different kinds of advertising executions?kinds of advertising executions?

Do they respond as those in the Do they respond as those in the advertising business believe they will?advertising business believe they will?

Is there another dimension of Is there another dimension of response that transcends and might response that transcends and might include creativity and effectiveness as include creativity and effectiveness as defined by advertising people?defined by advertising people?

AgendaAgenda

Definition of Definition of TermsTerms

MethodologyMethodology Measures of Measures of

InterestInterest Analysis and Analysis and

ResultsResults

Alternate Alternate AnalysesAnalyses

Approaching a Approaching a New ClassificationNew Classification

Viewers’ Viewers’ Emotional Emotional Responses to Responses to AdvertisingAdvertising

ConclusionConclusion

Definition of TermsDefinition of Terms

““Creative” advertising - that which Creative” advertising - that which had won a major award for had won a major award for creativitycreativity

The “One Show” award - The “One Show” award - competition for advertising competition for advertising creativitycreativity

Definition of TermsDefinition of Terms

““Effective” advertising - that which Effective” advertising - that which had won a major award for had won a major award for effectivenesseffectiveness

EFFIE award - meeting marketing EFFIE award - meeting marketing goalsgoals– SalesSales– Other market dataOther market data

MethodMethod

Participants were given 6 TV Participants were given 6 TV commercials to sample (various reels commercials to sample (various reels - random order)- random order)– 2 categories (restaurants, financial 2 categories (restaurants, financial

services, automobiles, sneakers)services, automobiles, sneakers) Creative Commercial (One Show)Creative Commercial (One Show) Effective Commercial (EFFIE)Effective Commercial (EFFIE) Middle-of-the-road Commercial (selected by Middle-of-the-road Commercial (selected by

a panel of advertising executives)a panel of advertising executives)

MethodMethod

Questionnaires:Questionnaires:– Commercial’s ability to elicit Commercial’s ability to elicit interestinterest in in

the brand/product advertisedthe brand/product advertised– Commercial’s Commercial’s likabilitylikability– Commercial’s internal Commercial’s internal congruencycongruency

(whether the ad fit its category)(whether the ad fit its category)– Commercial’s Commercial’s creativitycreativity

Response Profiles of ClustersResponse Profiles of Clusters

Measurement

Question CLUSTER ICLUSTER

IICLUSTER III CLUSTER IV

Effectiveness

Purchase interestVery interested

Somewhat SomewhatNot interested

Liking Like commercial Like a lot Like little Neutral Dislike

CongruenceStory hangs together (relevancy)

Very well Fairly well Fairly well Not well

 Fits this or another kind of advertising (expectancy)

Fits this very well

Fits this fairly well

Fits this fairly well

Fits another fairly well

 Identifiability or fit (with sound or visual removed

Fairly easy

Fairly hard

Easy Hard

Creativity New/Old: Novelty New New Old Fairly new

  Dull/Exciting Exciting Not dull Dull Not Dull

Cluster AnalysisCluster AnalysisMost effective Least effective

Most liked Least liked

Most congruent Least congruent

Most creative Least creative

Commercial CLUSTER I CLUSTER II CLUSTER III CLUSTER IV

Creative

Restaurants 18% 25% 13% 44%

Financial 25% 40% 0% 35%

Automotive 66% 28% 3% 3%

Sneakers 30% 35% 10% 25%

Effective

Restaurants 23% 24% 3% 40%

Financial 25% 15% 60% 0%

Automotive 58% 7% 28% 7%

Sneakers 5% 20% 25% 50%

Plain Old

Restaurants 35% 13% 38% 14%

Financial 10% 50% 30% 10%

Automotive 21% 3% 59% 17%

Sneakers 15% 40% 5% 40%

Cluster ResultsCluster Results

Some “creative” advertising is Some “creative” advertising is effectiveeffective

Some “effective” advertising is Some “effective” advertising is creativecreative

Some advertising can be neitherSome advertising can be neither

Alternate AnalysesAlternate Analyses Small group clusters can be affected Small group clusters can be affected

by minor differences in responsesby minor differences in responses Stable solution and sensible Stable solution and sensible

representation of consumers representation of consumers responses to advertisingresponses to advertising

Would results differ if all ads were Would results differ if all ads were seen?seen?– Johnson Hierarchical Clustering of 12 adsJohnson Hierarchical Clustering of 12 ads

Results lends some credibility to original Results lends some credibility to original groupingsgroupings

Approaching a New Approaching a New ClassificationClassification

Responses go against conventional wisdom Responses go against conventional wisdom about advertisingabout advertising– Expected advertising was likedExpected advertising was liked

Thought to be effective and creativeThought to be effective and creative

– Commercials that “jolt” viewers – unexpectedCommercials that “jolt” viewers – unexpected Thought to be neither effective or creativeThought to be neither effective or creative

Creativity and effectiveness appear to join Creativity and effectiveness appear to join in consumers’ minds, rather than being in consumers’ minds, rather than being separateseparate

Copywriters believe there is always an Copywriters believe there is always an emotional “connection” with advertisingemotional “connection” with advertising

Viewers’ Emotional Viewers’ Emotional ResponseResponse

Based on participants ClustersEmotion I II III IV

Not Bored / attentive 59% 59% 49% 11%Active / aroused 45% 45% 24% 17%Wishful / desirous 40% 17% 21% 4%Benefited / enlightened 24% 13% 17% 2%Affectionate / loving 15% 18% 9% 4%Competent / confident 14% 3% 5% 1%Virtuous / reverent 5% 3% 1% 2%Serene / restful 15% 13% 9% 0%Angry / powerless 0% 1% 1% 2%Amazed / astonished 9% 2% 3% 2%Tense / conflictful 4% 11% 6% 9%Ashamed / embarassed 1% 3% 1% 5%Suspicious / skeptical 3% 5% 9% 3%Confused / uninformed 1% 15% 12% 51%Disgusted / irritated 0% 0% 5% 38%

Viewers’ Emotional Viewers’ Emotional ResponseResponse

Based on responses ClustersEmotion I II III IV

Not Bored / attentive 38% 31% 25% 6%Active / aroused 45% 45% 24% 17%Wishful / desirous 54% 19% 22% 5%Benefited / enlightened 48% 21% 28% 3%Affectionate / loving 37% 37% 17% 9%Competent / confident 54% 12% 20% 4%Virtuous / reverent 50% 35% 8% 17%Serene / restful 46% 32% 22% 0%Angry / powerless * * * *Amazed / astonished 59% 12% 17% 12%Tense / conflictful 14% 34% 21% 31%Ashamed / embarassed 10% 30% 10% 50%Suspicious / skeptical 12% 19% 31% 38%Confused / uninformed 1% 18% 14% 67%Disgusted / irritated 0% 0% 11% 89%

*Too few responses to include

Toward an Integrative Toward an Integrative ClassificationClassification

Cluster ICluster I – Person Enhancing – Person Enhancing Cluster IICluster II – Attention-Getting but – Attention-Getting but

Not Touching My LifeNot Touching My Life Cluster IIICluster III – Ho Hum – Ho Hum Cluster IVCluster IV – Not-Me – Not-Me Advertising that provides for Advertising that provides for

personal enhancementpersonal enhancement

ConclusionConclusion Key to understanding advertising is Key to understanding advertising is

how people respond to ithow people respond to it Think of the viewer firstThink of the viewer first

– Emotional connectionEmotional connection Key pathway:Key pathway:

– Reinforce individual’s idea selfReinforce individual’s idea self– Increase favorable attitude toward Increase favorable attitude toward

both advertising and brand/productboth advertising and brand/product