How Important the Use of Creativity in Advertising.


1.1 Introduction

Richards & Curran (2002) said that “Advertising is a paid media communications form from an identifiable source that is intended to persuade the recipient to”. Creativity is the key to success advertising (Turnbull & Wheeler, 2017). According to Boden (1996), he mention that the creativity is importance in emphasized more than ever on a global scale, as environmental change has accelerated and market competition intensified. Many organizations prefer talented individuals who help resolve creative thinking issues and prevent opportunities, thus ensuring that individual creativity is both a core virtue and a quality that modern society requires.

Advertising is a product or service user interface and paid for by those who send it and intended to inform or influence the audience, as defined by the United Kingdom Advertising Association. Rather than being boring to consumer hearts or minds, creativity gives life to advertising.

Creativity has a power to distinguish two products in the same category and it is able to produce original work and ideas.

It first starts with creative person who makes a creative new product using a creative process. Only creativity can create both impression and distinction then followed by visibility. By having advertising creativity, it can capture attention from the audience by using elements which are rare or surprising and which are not plain to see or evident. Richards (n.d.) stated that “Creativity without strategy called art; creative with strategy called advertising”.

1.2 Problem Statements

Several research concluded that creative messages are increasingly blend in advertising and create positive attitudes towards products that are being marketed; however it is not clear that these messages affect buying behaviour.

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Nowadays, one of the big problems facing by society is advertisements were least of creativity since there are many advertisements for similar products. Creativity is not the miraculous path to grow business and prosperity that has been claimed so abundantly these days. Without creativity, advertisements seem like no soul. Another problem facing by the advertisers are marketing managers frequently complained about not wanting a creative advertisement, but an efficient one. In addition, the ideas are often judged more by their novelty than by their potential utility, either to consumers or to the company. Another problem is most of the advertisements are much forgotten and no long-lasting. Sometime, you may have a very creative advertisement, but if a call-to-action does not contain a clear message relevant to the target audience, it will miss the mark. People will forget the advertisement soon. Besides, the market structure accounts for roughly half of advertising effectiveness: The larger the market share, the more advertising is produce.

1.3 Research Objectives

The study is about how importance creativity in advertising. Hence, there are two main objectives for this study:

To study the attractions and influences of creative advertisements.

To study the importance of creative advertisement.

To study participants reaction to the advertising.

1.4 Research Questions

RQ1: What is the relationship between creativity and advertising?

RQ2: Is that creative advertising influences the public more effectively?

RQ3: How participants react to the creative advertisement?

1.5 Significance of the Study

The significant study for this research is to show that advertisements will be more effective if it came with creativity. Advertising creativity nowadays is more important than ever. Most advertising are eminently forgotten, whether on TV, in print or online, they often merge with the noise and have no lasting impact. Creative advertising can be persuasive, meaningful and relevance. Hence, for one reason to let people remember the commercials, remain in their minds is creativity. Besides, the study will come out with the results about how many participants respond to the advertisements like purchasing the particular products or services. The study will also ask participants what advertisement they remember. More and more advertising is coming out today, so we are going to have to make a personal connection to the audience to cut through. Lastly, the advertisers can review the results to improve creative advertising.

1.6 Operation Definition

Advertising is a commercial products and creativity refers to the use of imagination or original ideas to create new and special things. American Heritage Dictionary (2000) suggested the activities to attract public attention to a product or business include messages in the print ads, broadcast, or electronic media. Creativity provides life to advertising about products and services in messages that are otherwise boring or insignificant in the hearts and minds of consumers. Shortly, to come out more effective advertising, it should always tie up with creativity and not be separate.


2.1 Literature Review

Creativity seems to be the key of successful advertising (Turnbull and Wheeler, 2017). The use of advertising creativity is identified as important previously (Haberland and Dacin 1992; Koslow, Sasser, and Riordan 2003). Creative advertising brings together strong originality elements in order to capture, maintain, and promote the distinct advantage of the brand in the achievement of its strategic objectives, (Dahlen, Rosengren and Torn, 2008; Pierre, Warlop & Wedel, 2002; Smith, Chen, and Yang, 2008). Amabile(1979) had conducted a research, and the result showed that creative-ideation processes are free of assessment pressures, which is important. Advertisers hesitated to recognize creative work as the core of advertising which created a gap between practitioners and oneself (Tavi, and Koslow, 2018).

According to Bilby, Reid and Brennan (2016), they said that Advertising efficiency and practice were widely recognized for their creativity. Advertising creativity was described in different ways as the funnel helping to fill a communication gap (Asley and Oliver, 2010) and advertising creativity is a valuable method of getting information and attention (West, Kover, and Caruana, 2008). According to Koslow (2015), many researchers concluded creativity is a valuable part of effective publicity communications. Students as well as practitioners referred creative advertising as the potentially rising advertising efficiency for most brands: “creativity should be the best friend of a marketing manager” (Koslow, 2015). According to Campbell (2013), high creativity sustained positive economic growth leading to “massive benefits in recessionary recession from increased sales, higher price power, increased age for trade levers”.

The creativity of the person and organization is a highly complex behaviour (Csikszentmihalyi, 1996; Runco and Sakamoto, 1999; Woodman, Sawyer, and Griffin, 1993). Shin, Kim, Lee, and Bian, (2012) and Woodman (1993), suggested that a group’s creative output is influenced by its association capabilities and interpersonal processes. The study show that opinions about good publicity vary considerably from one profession to another (Connor, Kilgour, Koslow, and Sasser, 2018). Sasser, Koslow, and Kilgour (2013) state that creativity is a balancing act in advertising.

The creative advertising was showed to attract the attention of the consumer. It also affects cognitive and affective processing by consumers and leads to open minds to convincing messages, amongst other things (Koslow, 2015; Yang and Smith, 2009). “Brands are noticeable and affect customer choices” is one of the examples for the importance of creativity in advertising (West et al., 2008). Zinkhan (1993) said creative advertising description is something that defies measurement but it cannot exist without creative advertising. Creative advertising refers the progress to develop and come out with creative advertising (El-Murad and West, 2004; Reid, King, and DeLorme, 1998; Sasser, Koslow, and Riordan, 2007). Creativity in terms of output is the “great idea” behind any advertising or campaign (Hill and Johnson, 2003; Rossiter, 2008).

However, some research also found that there are some researchers still do not believe that creativity in advertising is important. However, advertising in nowadays society has the power to appear in any media like magazines, TV commercials, radio and so on (Lee and Lau 2018). In short, for advertising, creativity has played an important role. Bilby, Reid and Brennan (2016) also suggested that there are some other studies mentioned that creativity of advertising allows brands to define themselves and their minds in order to drive brand success.

2.2 Theoretical/ Conceptual Framework

Figure 1 shows that the framework of discussing advertising creativity is to study about the creativity phenomenon in advertising.

6629404086860Figure 1: Framework for Discussion of Advertising Creativity

00Figure 1: Framework for Discussion of Advertising Creativity

6324602936240Conceptual innovativeness

00Conceptual innovativeness








From this study, the results will show that how important creativity in advertising. Refer to Figure 1, the advertising creativity will be any advertisements that the sample had seen before.

Firstly, agency may refer to any advertising firms, which helps clients to advertise company products or services. For the clients, it refers to the advertisements’ products or services’ company. Besides, consumers refer to the advertisements’ viewer like who had seen or know about the advertisements. Consumer reactions to the advertisements refer to the future. For example, whether consumer will remember the products’ brand or whether the consumer will purchase the particular products after notice the advertisements.

To create effective advertisement to the consumers, the relationship between agency and client should be very close, so that they can cooperate to come out a good art work which is creative. By having creativity advertisement, it can get more consumers attentions and consumer will be more remember that products if the advertising is really creative. The actions of consumers will be the best review for the agencies to test either the creative advertisement effective or not. Creative advertising may not only help the client to get more consumers, but also the agency. If the advertising firm helps the client a lot, there will have more others companies find them as their agency, and it became another way to promote themselves.


The research methodology used in this research will described in this chapter. This chapter explains in particular the geographical area of the study, the design of the study and the population and the sample. Besides that, this chapter will also include data collection and data analysis plain.

A quantitative approached will be used in this research proposal. Quantitative research aims to collect and generalize numerical data in groups of people or to explain a particular phenomenon (Babbie, 2010). In order to describe a trend or phenomenon across the large number of participants, a quantitative approach to information collection focuses on providing an opportunity to summarize features in groups or relationships. A major advantage of quantitative approaches is that they usually produce tough facts as concrete amounts (Eeles, Bahsoon, Mistrik, Roshande & Stal, 2014).

In quantitative approach, research design is more common used because it involves collection of data from a larger group or sample. How creative advertisements attract and influence audience is determined in this research. The importance of creative advertisement and how participants react to the creative advertising will be study in this research.

To achieve the objectives for the purposes of this research, the primary data will be collected. Firstly, the primary data will be collect through questionnaire and survey. Cohen (1989) said: “self-report questionnaire was used to collect information on variables of interest for the investigation”.

In this research, convenient sampling method is selected, 250 university students are selected and the study will be conducted at Universiti Tunku Abdul Rahman Kampar campus. The total of fifteen questions was listed in the questionnaire. Open-ended, semi-open-ended, closed-ended questions were designed in this questionnaire. There are two parts in the questionnaire (Appendix 1). For the first part of the questionnaire, classified data was requested; second part is about the questions which relate to the topic.

The 250 set of questionnaire will be printed out and send through the campus to the participants. The participants name and phone number will be recorded, so that it will be easier to get back the questionnaire and analyse data. The data will analyse by IBM Statistical Package for Social Science (IBM SPSS). Last but not least, the results of the research may solve the problems that stated in the problem statement. In conclusion, this research may use in helping advertisers to improve advertising creativity in order to attract more consumers.

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chapter 1+2. (2019, Dec 14). Retrieved from

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