Pressure, memorization and advertising effectiveness
beyond repetition: creativity as a potencial factor of effectiveness on the communication in advertising
DOI:
https://doi.org/10.4000/cp.8703Keywords:
advertising effectiveness, advertising cluttered context, frequency volume pressure, brand awareness and advertising recall, advertising creativityAbstract
In this paper we will discuss about the issue of advertising effectiveness on saturation media environment. Brand awareness and advertising recall are, at least, secondary goals for any advertising campaign. The supports of advertising effectiveness among the targets are their capacity of memorization as a consequence of advertising exposure. The actual quantitative models based on extensive databases used for media planners in their results estimative for focus on reach and frequency. These models are useful but not sufficient in order to gain a more complete understanding of real effectiveness of an ad among the target. It is possible to increase effectiveness through the use of creative strategies and messages without increase de “volume pressure”. In the cluttered media environment, saturated by information and commercial messages, increasing frequency probably does not result in more effectiveness. We believe that the answer is to valorise the power of creativity. More creativity is need in marketing and communication strategies, in advertising vehicles and even in the traditional mass media.
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