Advertising Discussion Questions - 275 Words

Advertising Discussion Questions (Essay Sample) Content: Name Instructor Course Date Advertising Discussion Questions The concern of most advertising writers that research data undermines creativity in advertising seems to be farfetched and misplaced. Therefore, it is wrong to generalize that research data inhibits creativity in advertising. The bulk of available research on advertising recognizes that advertising is a powerful method for influencing consumers in terms of their purchasing decisions (Sasser Koslow 12). Furthermore, most contemporary marketing scholars agree that there is a strong relationship between the quality of a product or service and the quality of the advertising campaign. As such, the best advertising campaigns in terms of their creativity always appeal to the most consumers. This in itself implies that existing scientific data on advertising creativity recognizes the need for creativity. Advertising creativity is a relatively new field in research, having emerged in the early 1960s. Nevertheless, there are huge chunks of research information emanating from numerous qualitative and quantitative studies conducted since then (Sasser Koslow 9). However, some scholars feel that since the emergence of this field, creativity in advertising has been limited. On the contrary, advertising research is based on five key pillars namely that an advertising campaign must be evocative, imaginative, risky, challenging, and exciting. This underscores the significance of creative advertising in marketing research. Sasser and Koslow (5) introduced the concept of 3Ps i...