Please use this identifier to cite or link to this item:
Title: The ad creativity cube: conceptualization and initial validation
Authors: Ang, S.H. 
Lee, Y.H. 
Leong, S.M. 
Keywords: Ad creativity
Issue Date: 2007
Citation: Ang, S.H., Lee, Y.H., Leong, S.M. (2007). The ad creativity cube: conceptualization and initial validation. Journal of the Academy of Marketing Science 35 (2) : 220-232. ScholarBank@NUS Repository.
Abstract: Advertising creativity is conceptualized as a function of three dimensions-novelty, meaningfulness, and connectedness. Novelty and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship among these dimensions and ad effectiveness, and the linkage of ad creativity level to persuasion is then posited. Two experiments were conducted among 201 undergraduates. The first tested novelty and meaningfulness; while the second tested connectedness and meaningfulness. The results affirm the proposed conceptual framework. Relative to non-novel and meaningful ads, novel and meaningful ads generated higher ad recall, more favorable ad attitudes, and more upbeat feelings. Novel and non-meaningful ads elicited higher recall, more favorable attitudes toward non-claim elements (Aad-nc), and negative feelings, and less favorable ad attutides toward claim elements (Aad-c) than non-novel and non-meaningful ads. Relative to ads that did not connect with the audience, connected ads elicited higher ad recall, more favorable Aad-c under meaningful ads, lower Aad-c under non-meaningful ads, and higher levels of Aad-nc and warm feelings under both meaningful and non-meaningful ads. © 2007 Academy of Marketing Science.
Source Title: Journal of the Academy of Marketing Science
ISSN: 00920703
DOI: 10.1007/s11747-007-0042-4
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.