Experiential Learning Assignment – Systematic Literature Review

Role of Creativity in Advertising

MBA 2023-2025
Date: September 17, 2023

Group Student Name PRN No. Email Id

Name

5 Poojan P 23020141132 poojan.agrawal.mba25@associates.sibmpune.ed

Agrawal u.in

5 Sameer Pimpare 23020141130 sameer.pimpare.mba25@associates.sibmpune.ed

u.in

5 Prachi Gupta 23020141134 prachi.gupta.mba25@associates.sibmpune.edu.in

5 Gayatri Patil 23020141127 gayatri.patil.mba25@associates.sibmpune.edu.in

5 Priyam Srivastav 23020141140 priyam.srivastav.associates.mba25@sibmpune.e

du.in

5 Pranav 23020141136 pranav.mohapatra.mba25@associates.sibmpune.

Mohapatra edu.in

5 Parth Patel 23020141126 parth.patel.mba25@associates.sibmpune.edu.in

5 Manish Patil 23020141128 manish.patil.mba25@associates.sibmpune.edu.in

5 Priya Chaurasiya 23020141139 priya.chaurasiya.mba25@associates.sibmpune.ed

u.in

5 Prasanna 23020141125 prasanna.parsodkar.mba25@associates.sibmpune

 Parsodkar .edu.in

5 Prakhar Bhagwat 23020141135 prakhar.bhagwat.mba25@associates.sibmpune.e

du.in

5 Roshani Rathi 23020141154 roshani.rathi.mba25@associates.sibmpune.edu.in

Abstract

Creativity plays a central role in the world of advertising, serving as a catalyst for capturing
consumer attention, conveying messages effectively, and fostering brand loyalty. This abstract
explores the multifaceted nature of creativity in advertising, highlighting its significance in
generating innovative campaigns, shaping brand identity, and driving business success. Drawing
upon examples from various industries, it examines how creativity manifests in different
advertising mediums and strategies, such as print, digital, and experiential marketing.
Furthermore, this abstract delves into the creative process, emphasizing the role of
interdisciplinary collaboration, consumer insights, and cultural relevance. It also addresses the
ethical considerations associated with creative advertising, emphasizing the importance of
responsible and truthful messaging. Finally, the abstract underlines the dynamic and evolving
landscape of advertising creativity in the digital age, with a focus on emerging trends and
technologies that continue to redefine the boundaries of creativity in this field.

Introduction

Joyce (1991) suggests that “people took away from communications, including advertising, what
they chose to, and indeed brought existing preconceptions to them” (p. 269). The question of
how advertising affects consumer behavior represents one of the most complex and intriguing
aspects of understanding in marketing.
The objective of this review study is to find out the role of creativity in advertising in the Indian
market. This will be done by exploring and reviewing existing literature on how creativity has
impacted the television ads and how advertisers can create distinctive effects through creative
dimension, especially in today’s media landscape. One of the alternative strategies to greater
advertising spending may be more creative advertising. Understanding the fact that creative ideas
do not come overnight they are required to be developed through systematic thinking.
Breakthrough ideas might appear to be instant or impulsive, but they are not. They are based on
sound strategy, outstanding visuals, and the correct application of timing and media. The art is in
ensuring that all elements of communication work together so that the end result is more
powerful and effective.

Research Methodology

The research methodology for this review involved the following steps:

1. Identify relevant SCOPUS papers: A search of the SCOPUS database was conducted
using the keywords “creativity” and “advertising.” The search was limited to peer-
reviewed articles in the English language.
2. Review and synthesize the literature: The identified papers were reviewed to synthesize
the research on the need for creativity in advertisements. The review focused on the
following key areas:
 The definition and measurement of creativity in advertising
 The relationship between creativity and advertising effectiveness
 The factors that influence creativity in advertising
3. Develop a conceptual framework: Based on the findings of the literature review, a
conceptual framework was developed to explain the need for creativity in advertisements.
The framework highlights the role of creativity in capturing attention, engaging
consumers, and building brand awareness.

Keywords: creativity, advertising, marketing

Filters: Peer-reviewed articles, English language

Number of Papers Used: 9

Author Keyword Analysis

● The graph shows the frequency of keywords in shortlisted papers on marketing and
media. The most common keywords are all related to the topic of the papers, which is
about the use of marketing and media to create original and engaging content that
appeals to consumers. Some keywords are more common in certain topics than
others, suggesting that gambling is a particularly interesting topic for researchers in
this field.

● Some specific insights that can be gleaned from the graph:

● The topic of "Digital originality and reality" is particularly popular among researchers
in this field.
 ● The keyword "gambling" is a popular topic of research in this field, especially in the
context of digital originality and reality.

● The keywords "marketing" and "media" are the most common keywords in all of the
shortlisted papers.

● The keywords "information" and "word" are also common keywords, suggesting that
researchers in this field are interested in the use of language and communication to
create engaging content.

Abstract Analysis

Creativity serves as the heartbeat of advertising, a dynamic force that seizes consumer attention,
conveys messages effectively, and fosters brand loyalty. This review delves into the role of
creativity within the realm of Indian television advertising, seeking alternatives to mere budget
increases. Creative concepts aren't spontaneous; they necessitate systematic ideation. Innovative
ideas, often appearing impulsive, are, in fact, grounded in strategic underpinnings, compelling
visuals, precise timing, and optimal channel selection.

The crux lies in ensuring all communication facets harmonize, resulting in a compelling and
influential outcome. Advertising wields substantial influence over consumer behavior and
perceptions, with individuals bringing their existing notions to advertisements. Consequently,
creativity assumes a pivotal role in shaping favorable consumer perceptions. The canvas of
creativity extends beyond television, encompassing print, digital, and experiential marketing.
Ethical considerations remain paramount, underscoring the importance of truthful and
responsible messaging. In our digital age, advertising creativity continues its evolutionary
journey. Emerging trends and technologies consistently redefine creative parameters,
necessitating that Indian advertisers harness creativity as an indispensable tool for staying
competitive.
Literature Review

Andreea-Ioana Maniu and Monica-Maria Zaharie's article 'Advertising Creativity: The Right
Balance Between Surprise, Medium, and Message Relevance' explores the role of creativity in
advertising, emphasizing the need for a balanced approach to surprise, medium, and message
relevance. Creativity is vital for ad effectiveness, but it should align with the presentation
context. In "A Meta-Analysis of When and How Advertising Creativity Works" by David J.
Harris and colleagues, a comprehensive account of advertising creativity's workings and timing
is provided. Advertising creativity consistently has positive effects on consumer responses, with
ad responses more influenced than brand responses, and attitudinal outcomes more impacted
than memory outcomes. In "Role and the Value of Creativity in the Effectiveness of Advertising"
by D. Lakshmanan (2020), the paper underscores creativity's significance in advertising
effectiveness, with creative ads drawing attention, positive attitudes, and sales. Various creative
techniques, including humor and storytelling, enhance ads, but effectiveness is influenced by
factors like the target audience and media used. In the 2023 Telematics and Informatics article
"A Relook at the Mobile Advertising Landscape" by Bastiantama Iva Adeline et al., research
shows that consumers now value credible, incentivized, and relevant mobile ads, positively
affecting attitudes and purchase intent. Retailers are advised to partner with trusted entities, offer
exclusive incentives, use targeted data, create mobile-friendly ads, and ensure context relevance
for more effective campaigns. In the 2023 article "Toward Advancing Theory on Creativity in
Marketing and Artificial Intelligence" by Verle and Sloot, the authors examine creativity in
marketing and AI, emphasizing AI's role in enhancing marketing creativity. They explore AI's
potential to generate ideas, identify trends, and automate tasks while acknowledging challenges
such as understanding human creativity nuances and addressing biases. The article underscores
the need for future research on theoretical models, AI-powered marketing tools, and ethical
considerations in AI-enhanced marketing creativity. In "Creativity in Marketing: Examining
Intellectual Structure Using Scientometric Analysis and Topic Modeling" by Kumar and Mishra
(2023), the authors employ scientometric analysis and topic modeling to identify key themes in
marketing creativity literature, highlighting five themes: creativity nature, antecedents,
consequences, measurement, and management. Implications include the need for robust
creativity measures and fostering creativity through organizational culture and training.

D. Lakshmanan and Dr. S. Rabiyathul Basariya's research paper explores the role and value of
creativity in advertising, particularly within the context of the Indian market, emphasizing the
importance of creativity in capturing consumer attention and shaping their attitudes and
intentions. Alexandros Triantos et al.'s research paper explores the concept of creativity in social
advertising, focusing on non-profit organizations. The study addresses consumer-oriented
perspectives in the literature on advertising creativity and proposes a conceptual framework for
advertising creativity, highlighting the sense-making process influenced by message-related and
market-related factors. In Mehmet Sinan Ergüven's research paper titled "Creativity in
Advertising: Expectations, Definitions, and Evaluations of the Consumers," the author
investigates Turkish young consumers' perceptions of advertising creativity, revealing their
priorities for originality and divergence in advertisements and highlighting the evolving
landscape of consumer engagement with advertising.

Research Gap

The overarching research gap in the field of creativity in advertising and marketing is the
absence of a comprehensive framework that ties together the various aspects of creativity, which
in turn aligns it with the changing technological landscape. Based on a critical analysis of the
existing literature, while the individual studies contribute insights into facets like the need,
causes, effects, and measurement of creativity, there's a lack of an all-encompassing model.
Additionally, with the growing influence of AI, big data, and digital platforms in marketing,
there's a need to explore how these technologies intersect with and shape creativity. Developing
a unified framework that embraces both traditional and digital marketing, while considering
technology's impact, would provide a more holistic understanding of creativity's role in modern
advertising and marketing. Such a framework would be beneficial for researchers and
practitioners navigating today's rapidly evolving marketing environment.
Conclusion

The importance of creativity in advertising is underlined by this compilation of articles and

research papers. Creativity is a key driver of helping to capture attention, communicate
effectively and cultivate loyalty for brands. It takes forms in different dimensions – novelty,
unexpectedness, emotional appeal. The study underscores the importance of that creativity in
advertising effectiveness, which is why more innovative ads are more likely to get noticed and
produce positive attitudes. It also proposes conditions under which the impact of creativity varies
(e.g., when is high versus low) by product category, brand congruence and execution quality.

Also discussed are the changing mobile advertising landscape, with emphasis on credibility,
relevancy and incentivization for consumers. Retailer tips: partner with reputable brands, offer
exclusive discounts & use data for hyper-specific targeting. We talk about the role that creativity
still plays in marketing — especially in an age of artificial intelligence (AI). AI can augment
human creative work in marketing by coming up with ideas, spotting trends or automating tasks,
yet it also raises issues about bias and the limits of its understanding.

For the Indian context specifically, the findings highlight how creative can make a difference in
cutting through advertising noise and steering consumer perceptions. It gives real-world
examples (such as the Vodafone Zoozoo campaign) to demonstrate how creativity influences ad
effectiveness. Finally, research into consumer perceptions of advertising creativity in social
advertising, specifically emphasizes the need for emotional appeal and the shifting nature of
consumer expectations. These studies combine to underline the dynamic and vital nature of
creativity in advertising, which impacts on consumer perceptions, attitudes and behaviors in
different ways.
Citations

Reinartz, W., & Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t.
Harvard Business Review, 91(6), 106-111.

Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A meta-analysis of when and how
advertising creativity works. Journal of Marketing, 84(6), 39-56.

Maniu, A. I., & Zaharie, M. M. (2014). Advertising creativity–the right balance between
surprise, medium and message relevance. Procedia Economics and Finance, 15, 1165-1172.

Adeline, B. I., Kay, H. N. N., Tan, G. W. H., Lo, P. S., Chaw, L. Y., & Ooi, K. B. (2023). A relook
at the mobile advertising landscape: What are the new consumer expectations in the retailing
industry?. Telematics and Informatics, 79, 101953.

Ameen, N., Sharma, G. D., Tarba, S., Rao, A., & Chopra, R. (2022). Toward advancing theory
on creativity in marketing and artificial intelligence. Psychology & marketing, 39(9), 1802-
1825.

Das, K., Patel, J. D., Sharma, A., & Shukla, Y. (2023). Creativity in marketing: Examining the
intellectual structure using scientometric analysis and topic modeling. Journal of Business
Research, 154, 113384.

Triantos, A., Plakoyiannaki, E., & Tsiotsou, R. (2010). Creativity in Social Advertising:
Developing a Conceptual Framework. Real effectiveness of anti-drug campaigns. An
exploratory analysis in the young, 133.

Ergüven, M. S. (2016). Creativity in advertising: expectations, definitions and evaluations of the

consumers. Researchers world, 7(4), 35.