Title of Thesis

An empirical investigationof the association between creative advertising and advertising effectiveness in Pakistan

Author(s)

Wisal Ahmad

Abstract
The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand.This study examines the potential effectiveness of awardwinning television advertisements in Pakistan in both single and three advertising exposures. Both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively.After watching the advertisements, Subjects’ tapped their responses about brand and advertisement recall, attitude and lastly purchase intent.Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent.However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements.Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance.Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.

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1.1 Introduction
1.2 Background of the Study
1.3 Research Problem
1.4 The Purpose of the Study
1.5 Research Questions
1.6 Theoretical Framework of the Study
1.7 Significance of the Study
1.8 The Structure of the Study

2.1 Introduction
2.2 The Role of Advertising in Organizational Performance
2.3 Streams of Research on Advertising Effectiveness
2.4 Creativity and its Different Approaches
2.5 Relationship between Creative Advertising And Advertising Effectiveness
2.6 Creative Advertising and Advertising Effectiveness- A Broader Perspective
2.7 Chapter Summary

3.1 Introduction
3.2 Theoretical Framework of the Relationship between Creative Advertising and Advertising Effectiveness
3.3 Moderating influence of advertising exposures on Advertising viewers’ response
3.4 Summary

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4.1 Introduction
4.2 Overview of the Research Objectives
4.3 Research Methodology and Justification
4.4 Operational Definitions of Key Variables
4.5 Sampling Process
4.6 Data Collection
4.7 Summary

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5.1 Introduction
5.2 Sample of the Study
5.3 Research Questions and Associated Hypotheses
5.4 Testing for the Assumptions of Multivariate Analysis of Variance
5.5 Results of Hypotheses Testing
5.6 Summary

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6.1 Introduction
6.2 Discussion of Findings
6.3 Contributions of the Study
6.4 Implications for Practitioners
6.5 Limitations and Future Research Directions
6.6 Conclusion

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