Impact of Creativity in Advertising on Customer's Recall Value

Abstract

Globalization has substantially bolstered international competition, requiring marketers to come out with innovative strategies in designing the advertisements. If the advertisement is brimming with creativity, it can create indelible impact on the mind of the viewers. There are different techniques used by advertisers to break the clutter, thus making the advertisement conspicuous. Through this chapter, an attempt is made to study the parameters which are included in creative advertisements such as fluency, flexibility, emotional connect, and linking unrelated details. The study also presents the parameters in form of a model using exploratory and confirmatory factor analysis and utilizes structural equation modeling statistical techniques to unravel the role of creative parameters on recall value. The study finds that creativity leads to an increase in unaided recall value of the advertisements, hence providing advertisers a tool in their arsenal to design creative advertisements, in turn, increasing the recall value.