1Reader, P.G. Dept. of Business Administration, Sambalpur University, Odisha, pc_tripathy@hotmail.com
2Ph.D. Research Scholar, P.G. Dept. of Business Administration, Sambalpur University, Odisha, khirod82@gmail.com
Online published on 15 February, 2019.
Creativity and innovation are the two words attached directly to the field of advertising. Advertising has a very important role in image building and marketing of products in a rapidly competitive world. Advertisement establishes a strong link between the message & the products so that, remembering the commercial means remembering the product. Designing, writing, storytelling etc. are at the heart of advertising creativity and technology is the centre of advertising innovation. Creative advertising adds new perceptions towards a product and innovative advertisements attract the interest of customers to fulfil their psychological, marketing and corporate requirements. The advertisement does not work if it does not motivate the consumer. The advertisement is also not creative and innovative unless it sells. The aim of the study is to identify the creative and innovative aspects of advertising and to critically analyse the impact of creative and innovative advertisements on the changing market attitude. The study concludes that creative and innovative advertisements are more effective than conventional advertisements.
Advertising, creativity, innovation, technology, market attitude
