How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention
Robert G. Heath
University of Bath School of Management
Agnes C. Nairn
EM-Lyon Business School
Paul A. Bottomley
Cardiff University Business School
INTRODUCTION
Despite rumors of its imminent demise, TV advertising continues to be used the world over to build strong brands. Yet, studies have confirmed how little interest people have in TV advertising: some 66 percent of us do some other ...