Exploring the dimensions of ad creativity

By Soon Ang, Sharon Low. 2000

220 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/985fb4e3e216e75fcb37cc66101d5041be91080d

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In Experimental and Cognitive Psychology

In Marketing

In Sociology and Political Science

Citations in the corpus

The ad creativity cube: conceptualization and initial validation (2007, background): “Yet, Ang and Low (2000) found that creative ads do not always result in more favorable brand attitude and purchase intention.”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “Here the ad is something that is important and connected to the consumer (Smith et al. 2007; Ang and Low 2000; Ang, Lee, and Leong 2007).”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, background): “This representation of advertising creativity in the form of execution novelty and message usefulness has received considerable support in the advertising literature (Ang and Low 2000; Smith and Yang 2004; Smith, Chen, and Yang 2008; Smith et al. 2007).”
Creativity, attention and the memory for brands: an outdoor advertising field study (2015, background): “This in turn prompted more recent work to propose an additional creativity factor termed ‘relevance,’ meaningfulness or connectedness, which refers to a creative ad’s ability to connect to its audience and be relevant to the product (Ang, Lee, and Leong 2007; Smith et al. (2007). Creativity definiti”
Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory (2002, background): “Others have focused more broadly on “collative properties” which should promote the experience of originality, such as ambiguities in the meanings communicated by a stimulus (Berlyne 1971; 1974), or on novelty (Ang and Low 2000).”
Product creativity: conceptual model, measurement and characteristics (2006, methodology): “The consumer attitudes were measured with item adjective pairs based on associated wording in literature (Cohen and Areni 1991, Ang and Low 2000, Gise and Cote 2000, Szymanski and Henard 2001, Bloch et al. 2003, Yun et al. 2003).”