Podcast Beta
Questions and Answers
Increases in sales are driven by ______ cues in television ads.
affective
Informational and heuristic cues do not lead to lifts in ______.
sales
Consumers respond more positively to creative and emotional advertising than advertisements that only provide ______ about the product.
information
Emotional ads tend to create a sense of ______ with the product.
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Advertising creativity consists of two dimensions: Originality and ______.
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Originality creates positive affect by providing novelty, unexpectedness, and ______ to the advertisement.
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Appropriateness creates positive affect by making the advertisement relevant, useful, and ______.
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The main focus of this article is to conduct a meta-analysis of the empirical literature on advertising creativity and to examine the effects of advertising creativity on various consumer ______.
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Advertisers strive to create advertisements that are both original and ______.
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Originality and appropriateness are positively related to each ______.
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