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What is Creative Advertising about?

This document summarizes a research study that investigated the association between creative advertising and advertising effectiveness in Pakistan. The study examined award-winning television advertisements in Pakistan with single and three advertising exposures. Contrary to expectations, in single exposure the creative ads did not show superior performance over conventional ads in terms of recall, attitude, or purchase intent. However, in three exposures the creative ads developed more favorable brand and

Author

Mouna Ben Ghanem

Language

EN