کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7432537 | 1483447 | 2016 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Advertising to businesses: Does creativity matter?
ترجمه فارسی عنوان
تبلیغات به کسب و کار: آیا خلاقیت مهم است؟
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کلمات کلیدی
تبلیغات، تبلیغات تجاری، خلاقیت، ارتقاء سرمایه گذاری،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
چکیده انگلیسی
Business-to-business advertising research has long been grounded in rationality with a focus on factual, functional, benefit-laden messages. However, in consumer advertising, psychological differentiators, such creativity, are frequently used to increase advertising effectiveness. With growing evidence that consumer marketing concepts apply to business buyers, this research investigates the effect advertising creativity has on the organizational buying process. Using an online survey, we present actual advertisements to managers in the B2B environment. Our results provide strong evidence that message creativity influences business managers' response toward advertising for site selection. Creative ads generated stronger shifts in attitudes toward the ad, attitudes toward the brand, and behavioral intentions. The results extend previous research on the role of creativity in advertising to a business-to-business context. The results also challenge conventional wisdom and dominant practices in advertising to businesses.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 55, May 2016, Pages 169-177
Journal: Industrial Marketing Management - Volume 55, May 2016, Pages 169-177
نویسندگان
Daniel W. Baack, Rick T. Wilson, Maria M. van Dessel, Charles H. Patti,