Creativity, TV commercial popularity, and advertising expenditures

Jack A. Bell

This article presents a brief discussion of creativity in advertising, along with some current views of advertisers which seem to infer that advertising agencies can be induced to be more creative through incentive programmes. One implication of this is that creativity can be 'bought'. The article then explores the idea that television commercial popularity - a proxy for what some advertisers consider to be creative advertising - may be related to advertising expenditures. The statistical results support such a relationship. Finally, a content analysis of the attributes of the most popular television advertisements is presented.

Creativity in advertising is an elusive concept. Many people who do not work in advertising picture creatives as off-the-wall characters who spend all their time plying their wild imaginations to dream up fantastic ideas which are turned into even more fantastic advertisements.