INTRODUCTION:

Introduction of the triple mantra, Liberalization, Privatization and Globalization (LPG) in Indian Economy towards the beginning of 1990’s attracted many Multi-National Companies to Indian Consumer market. This new entry of MNC’s coupled with the struggle of traditional Indian corporate to survive in the market resulted in increased volume of advertisements and now the media are flooded with the advertisements of competing brands.

The Researcher Recognized the following special background factors that influenced the conceptualization and execution of the study.

As the professional background, there was an enormous growth in the number of advertising agencies and professionals entering into the advertising industry.

The intellectual background can be understood from the trend of discarding old theories and communication models and promulgation of new models in the advertising field even at the time of study.

The researcher bothered to study this problem because of the possible contributions it could make to the advertising field in the following ways:

· The study could change some of the prevailing beliefs regarding the working of some types of ads.

· The study could facilitate the extension of existing knowledge in the advertising scenario.

· The study could suggest some relationships between phenomena like Advertising Creativity, Communication-Effect and Consumer Purchase Behavior.

OBJECTIVES:

General Objective:

To study the impact of Creativity in consumer goods Advertising on Communication-Effect and Consumer Purchase Behavior.

Specific Objectives:

1. To compare the level of Communication-Effect in terms of Advertising Effectiveness, among highly Creative advertising and Conventional Advertising.

2. To see the differences in Communication-Effect in terms of fulfilling Communication Objectives, in two groups of advertising.

3. To measure and compare the Attitude towards Advertisements generated by the two types of advertisements.

4. To determines the effects of Highly Creative Advertising and Conventional Advertising on short run Consumer Purchase Behavior.

5. To see the relationship, If any, between and within Communication Effect of advertising and Consumer Purchase Behavior.

HYPOTHESES:

1. Highly Creative Advertising has more Communication Effect in terms of Advertising Effectiveness.

2. Highly Creative Advertising results in positive Attitude towards Advertisements.

3. Highly Creative Advertising has significantly higher Communication-Effect in terms of fulfilling Communication Objectives.

4. Consumers’ TOMA, Top-Of-Mind-Awareness is positively related to Brand Purchase Intention, a Communication Objective.

5. Highly Creative Advertising evokes significantly higher advertising response in the form of Consumer Purchase Behavior.

6. An advertisement that receives unfavorable Brand Attitude ratings, a measure of Communication Objective, will lead to Brand Switching behavior by consumers.

METHODOLOGY:

The study reported here embodies a quantitative perspective and the type of research was designated as diagnostic research. The research method used to collect data was Sample Survey method. The sample size was determined as 200 and Multi-Stage Stratified Random Sampling method was resorted to as the sampling procedure. The research participants consisted of women, aged 18 to 49.

Statistical Analysis:

The data analysis was carried on using several strategies. The reduced and processed data were reported in the form of percentages and mean values. As the data analysis procedure, both parametric and non-parametric tests of statistical significance like Pearson Correlation, Student’s T test and Chi-square were used, with the support of SPSS computerized package.

FINDINGS OF THE STUDY:

1. Among the five most liked Ads by consumers, without any form of aid, Liril Toilet Soap’s commercial showing the fantasy of a dancing girl under waterfall gets the highest liking position. Other most liked ads are the commercials of Santhoor soap, Kanan Devan Tea, Close-up paste and Rasna soft drink.

2. Highly Creative advertising has more Communication Effect in terms of Advertising Effectiveness when compared to Conventional advertising. Firstly, Highly Creative group gets higher level of Recall measured by both Brand and Ad Recall.

3. Highly Creative advertising has significantly more Communication Effect in terms of other measures of Advertising Effectiveness. It has more Interest or Cognitive Affect (ICA), more Information value, lower Irritation level and higher positive Attitude towards Ads.

4. Highly Creative advertising has significantly more Communication Effect in terms of fulfilling Communication Objectives, compared to Conventional advertising. The scores of different Communication Objective measures like Brand Purchase Intention, Brand Attitude, Brand Attitude benefit Belief and Brand Awareness show the pattern in favor of Highly Creative group.

5. Consumer Purchase Behavior is significantly more favorable towards advertised brands coming under Highly Creative advertising group.

6. Highly Creative advertising brands have higher levels of Top-Of-Mind-Awareness (TOMA), both in terms of TOMA of brand and TOMA of ad, measured by Category aided spontaneous awareness.

7. A positive correlation exists between TOMA of brand and TOMA of ad.

8. TOMAb is positively related to Brand Purchase Intention for eight of the twelve brands. Likewise, there exists a significant association between TOMAb and purchase pattern, for ten of the eleven relevant brands.

9. TOMAad is related positively to Brand Purchase Intention for eight of the twelve brands. TOMAad is also associated with purchase pattern for nine of the ten relevant brands.

10. A significant correlation exists between Attitude towards Ads and Brand Purchase Intention.

11. Regarding the relationship between Brand Attitude and Brand Purchase Intention, ten of twelve brands show positive correlation; but only four brands are significantly related. The correlation between Brand Attitude and Brand Switching is not statistically significant.

12. Among the various factors influencing the purchase decision, Ad pull has only fourth place in the minds of consumers; whereas Brand Pull and Company Image get first and second rank.

13. Wives are leading decision makers in all six product groups under study. Regarding the role as buyer, women in general (Wives or major girl children) are the leading Proposers and Recommenders of the brands in all product groups.

INTERPRETATION AND CONCLUSION:

In short, the central findings of this study provide a factual basis for the concern that higher Advertising Creativity leads to greater effectiveness. The scope of the study was not adequate to establish that the creative techniques and tactics used in the tested cases will always bring in very favourable consumer response. There is no evidence for such a claim. However, taking into account the limitations of the study, there is a suggestion that, at a minimum, this will occur in the similar cases. The researcher does not expect that this study will put an end to the controversy concerning Advertising Creativity. Nevertheless, the results of this study covering many respondents, ads, brands and product categories, certainly provide a substitute for the dangerous broad based assumptions regarding effectiveness or lack of Highly Creative tactics and offer objective evidence that Creativity is a valid probabilistic tool for gauging Advertising Effectiveness.

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Received on 30.07.2020 Modified on 18.11.2020

Asian Journal of Management. 2021; 12(2):144-146.

DOI: 10.52711/2321-5763.2021.00021