New empirical insights into advertising creativity – traditional/non-traditional media context
New empirical insights into advertising creativity – traditional/non-traditional media context

Summary/Abstract: The current research examines how advertising creativity influences consumer’s 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).

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