Final Research

Project
Mid-Term Review
 Topic:

“CREATIVE COPYRIGHTING IN ADVERTISING

AND ITS EFFECTIVENESS IN MOLDING POSITIVE
PURCHASE BEHAVIOUR IN FMCG SECTOR.”

Devvrat Pandey
039/2018

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Introduction
￮ Creativity is considered to be an important determinant of advertising
effectiveness and advertising textbooks normally devote one or two
chapters to creative strategy and tactics.. Similar to definitions in
psychology, creativity in marketing is usually defined as having two
characteristics: divergence and relevance (sometimes called
effectiveness). Based on the psychological and marketing literature
reviewed, creative ads are defined as those that are both divergent and
relevant.
￮ A third characteristic found in some definitions of creativity in advertising
is the notion of effectiveness – the ad must be productive or capable of
achieving its goals.
￮ This study will be an experimental research on understanding the
correlation between creative copyrighting techniques used by
advertisers and its effectives on the consumer’s purchase behaviour.

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 Literature Review
 The HBR articles “Creativity in Advertising: When It Works and When It Doesn’t” and “How to Assess an
Ad’s Creativity” by Werner Reinartz and Peter Saffert (2013) list the parameters of measuring creativity
in advertisements as
i. Originality
ii. Flexibility
iii. Elaboration
iv. Synthesis
v. Artistic Value

 Research paper “Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer
Purchase Intention . Global Journal of Management and Business Research: A Administration and
Management, 15(2).” lists the following as determinants of consumer purchase intention
i. Customer Knowledge
ii. Perceived Value
iii. Product Packaging
iv. Celebrity Endorsement
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Objectives
￮ To examine the relationship between purchase
intention and purchase behavior of consumers in
respect of creative copyrighting in
advertisements.
￮ To examine the degree of consumer buying
behaviour varying with the level of creativity

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Methodology
￮ Conduct 5 focus groups showing Print copies of Advertisements of
multiple brands in the Detergents (household), Soaps (personal
care), Biscuits (Foods) and Soft Drinks (beverages) categories and
have the groups rate the advertisement copies in the creative
framework derived from literature review and assign score out of
50
￮ Survey of ~175 respondents through a structured questionnaire
showing the same advertisement copies and asking questions
derived from the literature review along with asking their product
preference prior and post showing the advertisement copy.
￮ Data Analysis
￮ Present Findings

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Sample Questions
￮ For Focus Group
 Have you seen this advertisement before?
 Initial perceptions
 Would you classify this advertisement as a creative ad?
 Rate the advertisement on the following parameters on
a scale of 10:
i. Originality
ii. Flexibility
iii. Elaboration
iv. Synthesis
v. Artistic Value

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Sample Questions
￮ For structured interview
 Which brand in the product category do you purchase
most often? Can you recall any particular advertisement
of the product/brand?
 Rate the advertisement shown on the following
parameters on a scale of 10:
i. Customer Knowledge
ii. Perceived Value
iii. Product Packaging
iv. Celebrity Endorsement
 Would you change your brand preference after looking
at these ads? If yes, which brand out of the following
shown ads would you prefer?
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￮ We will utilize Simple Linear regression analysis to find
the relation between independent factor “creativity”
and dependent factor “purchase intention”.

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Timeline
DATE PURPOSE REMARKS
IMPLEMENTATION OF FEEDBACK
10TH
IMPLEMENTATION OF FEEDBACK AS GIVEN BY THE PANEL DURING
JANUARY
THE MID REVIEW

11H
CIRCULATING THE
JANUARY-
SURVEY AND FOCUS GROUP QUESTIONNAIRE AND
17TH
CONDUCTING FOCUS GROUPS
JANUARY
20TH COLLECTION OF DATA AND
JANUARY - DATA COLLECTION AND CONDUCTING TESTS AND
31ST IMPLEMENTATION ANALYSIS TO REPRESENT
JANUARY FINDINGD
1ST
FEBRUARY- UNDERSTAND LAYOUT OF FINAL IMPLEMENTATION OF FINAL
10TH REPORT REPORT
FEBRUARY
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Thank You