Effectiveness of Creativity and Its Impact on the Value of TV Advertisements- A Descriptive Analysis

SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES	VOL. 8	NO. 1	PAPER 2

EFFECTIVENESS OF CREATIVITY AND ITS IMPACT ON THE VALUE OF TV ADVERTISEMENTS - A DESCRIPTIVE ANALYSIS

K. Pongiannan
Assistant Professor, PG & Research Department of Commerce, Government Arts College, Dharmapuri,Tamil Nadu,India

Creativity is an art and Creativity in TV Advertisements is often the most brilliant manner of preparing an advertisement copy. They combine the product attributes and the ideas, words and phrases in such a manner that persuades the consumers to buy the product. Creative Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. The present study aims to analyze the effectiveness of such Creative Advertisements in TV media and their impact on the value of advertisements through TV.

KEYWORDS: Creativity, Effectiveness, TV media, Purchase Decision, Memorability

JEL CLASSIFICATIONS: M31, P36, L82