International Conference Marketing from information to decision 6th Edition 2013

New empirical insights into advertising

creativity traditional/non-traditional media
context

MariaAlina JURCA
Babe-Bolyai University, Faculty of Economics and Business Administration, Romnia
alinamaria.jurca@yahoo.com

AndreeaIoana ROMONI-MANIU
Babe-Bolyai University, Faculty of Economics and Business Administration, Romnia
andreea.maniu@econ.ubbcluj.ro

MonicaMaria ZAHARIE
Babe-Bolyai University, Faculty of Economics and Business Administration, Romnia
maria.zaharie@econ.ubbcluj.ro

ABSTRACT The current research examines how advertising creativity influences

consumers processing and response. We develop a conceptual framework that proposes two
antecedents of advertising creativity originality and relevance and four effects attention,
attitude towards advertising, attitude towards brand and medium credibility. Although these
aspects have been the focus of previous research, this paper brings some new insights in the
field by testing the hypotheses in the context of the Romanian market. The paper also tries to
identify the differences in consumers response to an unconventional placement of the ad
compared to a traditional medium. The hypothetical relations between constructs were tested
through structural equation modelling (SEM).

Keywords: unconventional media, advertising creativity, attitude, attention, medium

credibility.

JEL Classification: M37, M31

1. Introduction

Sometimes when companies try to use advertising as a competitive advantage, things do not
go as well as planned. So, following the rivalry between companies that fight to get
customers attention (Abdul-Razzaq et al., 2009), advertising clutter appears, making it harder
to communicate the promotional message. One of the immediate effects of the increased
clutter is a decrease in publics attention, affecting customers ability to identify the promoted
product (Rosengren, 2008) or more flaming their discontent (Rotfeld, 2006). No doubt,
nowadays customer is more familiar, and may even become irritated, with the presence of
traditional advertising, no matter how creative it is (Maniu and Zaharie, 2013).
Following this idea, more and more companies reorient their marketing strategies towards
using unconventional promotional methods that catch customers in their most vulnerable
moments (Kaikati and Kaikati, 2004), thus making it easer to deliver the promotional
message. This untraditional advertising technique appears in very different environments.

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Whether we speak of aerial advertising (balloons, sky written messages etc.), graffiti, ambient
advertising (on streets, airports, parks etc.) or other forms of untraditional advertising,
customers attention can be easily captivated by ingredients like interactivity, surprise,
intrigue, humour, amusement (Boyes, 2013).
This research is taking into consideration ambient advertising, as it is one of the most relevant
and outspread forms of unconventional advertising (Pavel and Ctoiu, 2009). The first part of
our research concentrates over ambient advertising literature advertising creativity, its
antecedents and effects over customers perception. The second part presents the research
methodology we used in the study, the empirical study and comparative results of two
perspectives traditional versus non-traditional advertising. The paper ends with some
discussions and conclusions, limitations and further research directions in this domain.

2. Advertising creativity antecedents and effects

There is a significant difference between advertising creativity and artistic creativity. While
the second has the only mission to please the human eye, the first has also a utilitarian side,
referring to changing and consolidating attitudes or behaviours (El Murad and West, 2004).
Consequently, advertising creativity not only has the role of drawing peoples attention to
advertising, but also to generate certain responses from their side.

2.1. Originality and relevance

Creative advertising must be meaningful and innovative (Baack et al., 2008), showing novelty
(originality) and relevance (El-Murad and West, 2004; Sheinin et al., 2011), value (Sternberg
and Lubart, 1999), humour (Lee and Mason, 1999; West et al., 2008), and craftiness (White
and Smith, 2001; Koslow et al., 2003). Even so, according to some authors (Koslow et al.,
2003; White and Smith, 2001) the basic criterion in determining the level of creativity is
represented by advertising originality or novelty. The more unusual, different, unique or novel
an advertising proves to be more the more it will catch customers attention. However, these
elements are not enough if they are viewed independently. They must be meaningful and
useful and must offer a certain value to the customer (Smith and Young, 2008). If these two
conditions originality and relevance are not fulfilled, advertising creativity is diminished
and its efficiency is much reduced.

2.2. Attention

Ad creativity captures peoples attention through divergence from classical advertising

pattern and display medium, but also through its correlation with promoted brand. More than
that, attention can come from the element of surprise, becoming the result of discrepancies
between what people see and what they expect to see (Hutter and Hoffman, 2011). Attention
becomes customers first answer that determines him to analyse and reflect over the
advertising meaning or even to awake new reactions towards the advertising or promoted
product (a favourable attitude, increased credibility, buying intention, etc.). Consequently, the
first hypotheses of our research are:
H1a: Advertising originality has a direct and positive influence over advertising attention;
H1b: Advertising relevance has a direct and positive influence over advertising attention;
H2: Advertising attention has a direct and positive influence over advertising attitude.

2.3. Attitude

A number of empirical studies concerning unconventional advertising showed that it is

especially efficient in creating positive attitudes towards advertising and increasing the
retention of advertising messages (Baack et al., 2008; Shankar and Horton, 1999; Dahlen and

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Edenis, 2007). There is an assumption in the literature which says that positive attitude
towards advertising is passed over to promoted brand, enhancing its image inside customers
mind (Bbu and Dabija, 2012). The relation between attitude towards advertising and attitude
towards brand is very relevant, many studies supporting the existance of both a direct, and an
indirect influence of the first over the second (Mitchell and Olson, 1981; MacKenzie and
Lutz, 1989; Mackenzie et al., 1986; Brown and Stayman, 1992; Smith et al., 2007; Dahlen et
al., 2009; Bbu and Dabija, 2012). In comparing traditional and non-traditional advertising,
the results of other research (Dahlen, 2005) show also that customers attitude towards
advertising and brand are more favourable in unconventional advertising.
H3a: Advertising originality has a direct and positive influence over advertising attitude;
H3b: Advertising relevance has a direct and positive influence over advertising attitude;
H4: Attitude towards advertising has a direct and positive influence over brand attitude.

2.4. Medium Credibility

Ambient advertising is placed where modern customer is, in its immediate environment (Lee
Yuen and Dacko, 2011) in parks, streets, bus stations, commercial centres, etc., but not
necessarily close to selling point as Shankar and Horton (1999) believed. Placing advertising
in customers every day locations makes it easy for people to interact with promoted brands,
without additional effort such as opening the TV, buying a magazine, going to cinema some
classical examples where we can find traditional advertising. The basic condition for non-
traditional advertising is to use relevant elements for the promoted brand or product from
consumers immediate environment, and incorporate them perfectly in the delivery of the
advertising message (Reyburn, 2010; Ryan-Segger, 2007; Jurca, 2012).This way, the
environment receives new meanings that are relevant to the promoted brand, suggesting the
existence of a compulsory interaction between advertising, product and environment.
Ambient advertising resorts to elements from surrounding environment, especially the urban
one, which are not usually subject of advertising messages (Lee Yuen and Dacko, 2011;
Gambetti, 2010). This is why we used a theme park as an exposure medium in our research,
where childrens playgrounds are garnished with advertisement for a well-known children
brand.
Simply choosing a non-conventional location it is not enough, as there also needs to be an
interaction between environment and the promoted product (Lee Yuen and Dacko, 2011), and
both the ad and the brand must be relevant for the environment and the context they are
exposed in, (Reyburn, 2010; Ryan-Segger, 2007), but also for the public. The relation
between location and promoted brand or idea becomes relevant for the customer, creating
new meanings inside his mind, supporting the opinion of Smith and Yang (2008) that
relevance is one of creativity's dimensions. In actual fact, the phrase medium is the
message, used by Marshall McLuhan in the 60 (cited in Dahlen, 2005), becomes defining
for ambient advertising.
If we take into consideration the above arguments, we can say that medium becomes credible
when it comes one with the promoted advertising, message and brand context. So, medium
credibility can generate a favourable attitude towards advertising and brand. In this context,
we can present the next hypotheses:
H5a: Advertising originality has a direct and positive influence over medium credibility;
H5b: Advertising relevance has a direct and positive influence over medium credibility;
H6: Medium credibility generates a favourable attitude towards advertising.

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3. Ad medium impact on advertising effects

From a traditional point of view we can expect that customers will pay more attention to
creative advertising (Smith et al., 2007) because of its originality and relevance. Moreover,
empirical studies by Dahlen and Edenius (2007) and Dahlen et al. (2009) confirmed that the
placement of an ad in an unusual medium increases consumers attention to the ad and also
generates more favourable brand and ad attitudes.
When placing an ad in a non-traditional medium, consumers' reactions to the promotional
message are more positive (Dahlen and Edenius, 2007). Furthermore, studies to date have
shown that traditional advertising results in reduced attention and credibility, and also less
favourable attitudes (Stafford and Stafford, 2002; Goodstein, 1993). Consequently, we can
expect that the placement of the ad in a non-traditional medium can lead to increased
attention, higher medium credibility and more favourable attitudes compared to when the ad
is placed in a traditional medium:
H7: The use of an unconventional advertising placement will generate more attention, higher
medium credibility and more favourable ad and brand attitudes, compared to a traditional
placement of the ad.

4. The proposed conceptual framework

After we take into account the assumptions and theories presented above, the conceptual
model we propose is represented in Figure 1. Also, the model shows causality connections
that will be tested in our research.

ATTENTION
Originality

AD ATTITUDE BRAND ATTITUDE

Relevance

MEDIUM
CREDIBILITY

Figure 1. The advertising creativity model

(Source: created by the authors)

5. Methodology

5.1. Measures

The current research is based on two perspectives traditional and non-traditional media. The
constructs used in this study were: Advertising creativity expressed by Originality and
Relevance, Ad Attitude, Medium Credibility and Brand Attitude. The scale items were
measured on a seven-point Likert scale (totally disagree/totally agree) and a seven-point
bipolar semantic differential format. Some of the items were reverse-scored.
The items for the first dimension of creativity (originality) were developed using 15 items
from previous research (Altsech, 1995, cited in Mercanti-Gurin, 2008; Haberland and Dacin,
1992, cited in Mercanti-Gurin, 2008, Smith et al., 2007; Kim et al., 2010; Sheinin et al.,

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2011). The advertising relevance the second dimension of creativity was measured using
4 items: The ad was meaningful/appropriate/useful/valuable to me (Smith et al., 2007:
825).
Concerning the effects of advertising creativity, the first construct attention was measured
based on 4 items used by Smith et al. (2007: 831). Both factors: attitude toward advertising
MacKenzie and Lutz, 1989, cited in Dahlen and Edenius, 2007: 37) and brand attitude (Smith
et al., 2007: 831) were measured using 3 items for each dimension: good/bad,
pleasant/unpleasant and favourable/unfavourable. In order to measure consumers
perceptions towards medium credibility, participants were asked how
convincing/unconvincing, believable/unbelievable and biased/unbiased the construct is
(Dahlen and Edenius, 2007: 37).

5.2. Sampling and Data Collection

The sample in this research is represented by 261 undergraduate Romanian students enrolled
in business courses at Babes-Bolyai University. From the sample, 161 participants responded
to questions referring to the case of non-traditional advertising and 101 individuals of the
whole sample expressed their opinion regarding traditional advertising. Students are ranging
in age from 18 to 24.
Participants were asked to imagine that they were walking in the park and the playground for
children was decorated with colourful images indicating a known brand. For the traditional
media case, the scenario is a magazine in which one page is covered with the same brand
advertising. The research used an online self-administrated questionnaire. The respondents
were recruited through social networking web sites, taking into account two different images
(non-traditional/traditional advertising) that were mentioned above.

6. Results

The present study used the program AMOS and Structural Equation Modelling analysis
(SEM). This method was chosen due to the dependence and multiple relations between
constructs (Hair et al., 2010, cited in Gaskin, 2012). The first stage in the process of testing
the proposed model is a confirmatory factor analysis. This step aims to internally and
externally check the structure of the considered constructs in the conceptual framework. A
second step supposes the construction of the structural model that aims to analyze the
relationships between the dependent and independent variables in the model (Byrne, 2010).

6.1. Construct Validity

In order to evaluate de reliability and the convergent and discriminant validity of the
considered variables, we estimated a measurement model that seems to be acceptable due to
the model fit indicators (GFI = 0.918, RMSEA = 0.052, AGFI = 0.885, CFI = 0.963, TLI =
0.953, IFI = 0.964, 2/df = 1.699). The internal consistency of each component of the model is
acceptable (Table 1.) because the values for each construct in terms of composite reliability
(CR) are higher than 0.7 (Fornell and Larcker, 1981).
The convergent validity is also evaluated by AVE (average variance extracted) and its values
are higher than 0.5 (Fornell and Larcker, 1981) that means a confirmation of this type of
validity. Regarding the discriminant validity, it is partially confirmed because of the great
correlations between AAd AB and also AAd RAd. This fact could be explained due to the
similar perceptions of the respondents concerning these factors.

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Table 1. Reliability, convergent and discriminant validity

CR AVE AB OAd RAd A AAd CM

AB 0,772 0,630 0,794
OAd 0,874 0,502 0,498 0,709
RAd 0,806 0,675 0,597 0,663 0,821
A 0,850 0,655 0,298 0,496 0,387 0,809
AAd 0,761 0,614 0,885 0,671 0,818 0,466 0,784
CM 0,820 0,605 0,638 0,581 0,643 0,492 0,769 0,778
Notes: CR = Composite Reliability; AVE = Average Variance Extracted; Oad = Ad Originality; Rad =
Ad Relevance; A = Attention; AAd = Ad Attitude; AB = Brand Attitude; CM = Medium Credibility
*Diagonal elements represent square roots of the AVE (average variance extracted)
(Source: table created by the authors)
Based on construct validity, we evaluate the structural model, in which there are tested the
causality relationships between considered variables in the proposed model.

6.2. Structural Model

The purpose of the structural model is to test the relationships between each dimension of
advertising creativity (originality and ad relevance) and the effects of these factors: attention,
attitude and medium credibility.

Table 2. Structural model results standardized regression coefficients

Hypothesis Causal relation Result Std. Coefficients p

H1a Oad ----> A Supported 0.414 ***

H1b Rad ----> A Not Supported 0.135 0.167ns
H2 A ----> AAd Not Supported 0.007 0.906ns
H3a Oad ----> AAd Not Supported 0.104 0.205ns
H3b Rad ----> AAd Supported 0.451 ***
H4 AAd ----> AB Supported 0.842 ***
H5a Oad ----> CM Supported 0.285 0.002**
H5b Rad ----> CM Supported 0.462 ***
H6 CM ----> AAd Supported 0.398 ***
Notes: p < 0,05*; p < 0,01**; p < 0,001***, ns=not significant
Oad = Ad Originality; Rad = Ad Relevance; A = Attention; AAd = Ad Attitude; AB = Brand Attitude;
CM = Medium Credibility
(Source: table created by the authors)

Table 2 presents the validity of the supposed causality relationships between constructs of the
proposed model. We can see that the majority of the supposed relationships (six hypotheses
out of nine) in the structural model are confirmed due to the significance of the standardized
regression coefficients. Moreover, the sign of these coefficients shows the positive influence
of the independent factor upon the dependent variables (H1a, H3b, H4, H5a, H5b and H6).
Even if creativity determines consumers to pay more attention to advertisements, the results
of the current study emphasize the significance of the originality as the only antecedent of
advertising creativity that influences audiences attention (H1a). Contrary, originality does
not directly influence ad attitude (H3a), but it has a positive influence on medium credibility
(H5a). Instead, ad relevance has a direct and significant influence both on ad attitude (H3b)
and medium credibility (H5b).
In accordance to the results of many studies (Mitchell and Olson, 1981; MacKenzie and Lutz,
1989; Mackenzie et al., 1986; Brown and Stayman, 1992; Smith et al., 2007; Dahlen el al.,

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2009; Bbu and Dabija, 2012), the direct and positive relationship between attitude towards
advertising and attitude towards brand is confirmed (H4).
Concerning the influence of the consumers perceptions about the placement of an ad, this
study confirms the fact that medium credibility generates a favourable attitude towards
advertising (H6), being in accordance to the results other empirical studies (Dahlen and
Edenius, 2007; Dahlen et al., 2009).

6.3. Comparative analysis traditional/non-traditional advertising

In order to test hypothesis H7, we started by running a MANOVA (multivariate analysis of

variance) on all dependent variables (attention, medium credibility, ad attitudes and brand
attitudes) with medium as a fixed factor. The results showed that the medium had a
significant effect on three out of the four dependent variables (F (4,262) = 24.695, Wilk's =
0.722, p < 0.001), whereas brand attitude was not significantly affected by the medium.
Furthermore, we employed planned comparisons to verify the medium impact on each
dependent variable separately. The results in Table 3 show that although the differences
between the two groups (conventional vs. non-conventional media) are not too large, they are
all significant, except the case of brand attitude. This may be due to the fact that the brand
used in the study is a well-known brand, and therefore consumers previous opinions might
have a stronger influence on their attitudes towards the brand than the one exposure to an ad.
Out of the four dependent variables, the medium has the strongest influence on attention.
Comparing the mean values for attention, the unconventional media received significantly
higher scores (M = 4.455) than the traditional media (M = 3.211), suggesting that consumers
paid more attention to the non-traditional exposure of the ad. Moreover, the perceived
credibility of the unconventional medium (M = 5.457) was also significantly higher than the
perceived credibility of the traditional media (M = 4.615). Furthermore, the placement of the
ad in a non-traditional medium increased attitude toward the ad, as the mean difference
between the playground ad and the magazine ad was significantly higher in the case of the
first (M = 5.584 vs. M = 5.137). The differences in the mean scores of brand attitude between
the conventional and the unconventional medium were not significant, suggesting that the
exposure medium of an ad does not influence consumers' attitudes towards the brand.

Table 3. Effects of advertising creativity

Variable Mean values Mean 2 t
Conventiona Unconventional difference
l media media
Attention 3.211 4.455 1.244*** 0.181 7.568***
Credibility 4.615 5.457 0.842*** 0.105 5.526***
Ad attitude 5.137 5.584 0.447** 0.029 2.799**
Brand attitude 5.663 5.508 0.155ns 0.004 0.980 ns
Notes: p < 0,05*; p < 0,01**; p < 0,001***; ns=not significant
F (4,262) = 24.695, Wilk's = 0.722, p < 0.001
(Source: table created by the authors)

7. Conclusions and Discussions

Even though advertising initial purpose was to bring forward information about companies
products or services, today they concentrate more on getting customers attention and creating
a positive image about the brand they promote (Malmelin, 2010). Ambient advertising can be
the answer to companies efforts in getting customers attention. This advertising type shows
one basic promoted brand or product feature, intentionally avoiding giving more details. So
the customer is encouraged to find out more about the product in his own way. Another
relevant ambient advertising feature is the connection created between promoted brand and

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advertising medium, not only sending the message visually or verbally (as in case of classical
adverting), but in hole context.
This paper contributes to a better understanding of advertising effectiveness by taking into
account the impact of originality and the meaningfulness of the ad, which constitute the
dimensions of advertising creativity. Although these aspects have been the focus of previous
research, this paper brings some new insights in the field by testing the hypothesis in the
context of the Romanian market. Moreover, it develops a conceptual model that attempts to
identify the main antecedents and consequences of advertising creativity and to explain the
impact of advertising creativity dimensions on consumer reaction to advertising. The paper
also tries to identify the differences in consumers' response to an unconventional placement of
the ad compared to a traditional medium.
The results of the current study show that creativity dimensions have a significant impact on
consumer attention, medium perceived credibility and attitudes towards the ad, while
consumers' attitude towards the ad has a significant impact on their brand attitude. Moreover,
the placement of the ad in an unconventional medium increases consumers' attention to the
ad, the perceived credibility of the medium and also consumers' ad attitude, but has no impact
on their overall brand attitude.
Managerial implications of the study are yielded from the results. First, advertisers can
increase the effectiveness of an ad by placing it in an unusual medium rather than using the
traditional media. Secondly, a more creative execution has a greater impact on consumer
response to advertising, thus suggesting that advertisers should aim for more creative ads that
can generate more favourable reactions within the target audience. However, although the use
of non-traditional media seems to create more positive outcomes by surprising the audience,
traditional media has its own advantages and its effectiveness can also be enhanced through
increased creativity.

8. Limitations and Future Research

In order to test our hypothesis we used two advertisements, one using a traditional medium
and one using an unconventional medium. While our initial assumptions were confirmed, the
use of only two ads may affect the validity of the results. This limitation may suggest that a
higher number of ad executions used for a future study may reveal some additional insights
on the subject.
Moreover, the use of a sample of students, although it offers a general view of the situation
that is analyzed, it doesn't generate results that can be considered representative for the entire
population of the country. Therefore, a larger study using a sample of people from a certain
region or even the entire country may offer a better image of the antecedents and effects of
advertising creativity, as well as of the impact of the use of an unconventional medium for the
exposure of the ad on people's response to advertising.
Finally, while the effects tested in this study are important measures of advertising
effectiveness, there are other aspects that can be taken into consideration in order to have a
better view of the field, such as: brand interest, brand association, advertising and brand recall
and awareness, purchase intentions, word-of-mouth intentions etc. These variables can be
observed through quantitative or qualitative studies that may involve one-time measures or
repeated measures.

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Discussant: Lecturer Raluca BBU, PhD., Babe-Bolyai University of Cluj-Napoca

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