Consumer insight supports the "leap" to a creative idea by shifting the advertising appeal from functional to emotional

Parker, J., Koslow, S., Ang, L. and Tevi, A. ORCID: 0000-0002-4993-7406, 2019. Consumer insight supports the "leap" to a creative idea by shifting the advertising appeal from functional to emotional. Journal of Advertising Research. ISSN 1740-1909 (Forthcoming)

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Abstract

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to "leap." We argue that insight gives creatives a license to develop emotional advertising that connects with consumers. An experiment is performed using 60 working creatives who developed creative advertising ideas under three treatment conditions; a strong insight, a weak one and a no primed insight control. Although the knowledge domains creatives use in executions appear similar across the three conditions, providing insight leads to more emotional appeals rather than functional ones, especially for strong insight.

Item Type: Journal article
Publication Title: Journal of Advertising Research
Creators: Parker, J., Koslow, S., Ang, L. and Tevi, A.
Publisher: World Advertising Research Center
Date: 21 August 2019
ISSN: 1740-1909
Identifiers:
NumberType
1241883Other
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 02 Dec 2019 13:36
Last Modified: 16 Dec 2019 10:20
URI: http://irep.ntu.ac.uk/id/eprint/38688

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