Measure the consumer Perception

about the creativity in advertising

(Print ads)
1. INTRO!"TION
"reativity#
Creativity (or "creativeness") is a mental process involving the
generation of new ideas or concepts, or new associations of the
creative mind between existing ideas or concepts.
From a scientifc point of view, the products of creative thought
(sometimes referred to as divergent thought) are usually considered
to have both originality and appropriateness. n alternative, more
everyday conception of creativity is that it is simply the act of
ma!ing something new.
lthough intuitively a simple phenomenon, it is in fact "uite
complex. #t has been studied from the perspectives of behavioral
psychology, social psychology, psychometrics, cognitive science,
artifcial intelligence, philosophy, history, economics, design
research, business, and management, among others. $he studies
have covered everyday creativity, exceptional creativity and even
artifcial creativity. %nli!e many phenomena in science, there is no
single, authoritative perspective or defnition of creativity. nd
unli!e many phenomena in psychology, there is no standardi&ed
measurement techni"ue.
Creativity has been attributed variously to divine intervention,
cognitive processes, the social environment, personality traits, and
chance ("accident", "serendipity"). #t has been associated with
genius, mental illness and humor. 'ome say it is a trait we are born
with( others say it can be taught with the application of simple
techni"ues.
lthough popularly associated with art and literature, it is also an
essential part of innovation and invention and is important in
professions such as business, economics, architecture, industrial
design, and science and engineering.
)espite, or perhaps because of, the ambiguity and multi*
dimensional nature of creativity, entire industries have been
spawned from the pursuit of creative ideas and the development of
creativity techni"ues.
$%"&'RO!N
Consumer perceptions of advertising creativity are investigated in a
series of studies beginning with scale development and ending with
comprehensive model testing. +esults demonstrate that perception
of ad creativity are determined by the interaction between
divergence and relevance, and that overall creativity mediates their
e,ects on consumer processing and response (+obert -. 'mith,
'cott ../ac!en&ie,0iao1ing yang, 2aura /. .uchhol&, 3illiam
4.)arley, 5ovember*)ecember 6778).
$he present research suggests that successful advertisement
share and is characteri&ed by such abstract patterns termed
creativity templates. $he theoretical rational for the emergence of
such templates and the empirical studies that detect the !ey
creativity templates are identifable, ob1ectively verifable, and
generali&able across multiple categories (9acob :oldengerg, )evid
/a&uurs!y, 'orin 'olomon, ;<<<).
"$he hardest thing for creatives to do is to get an idea through
to people who don=t understand its potential," (/oehlen!amp). "/y
1ob is to try to get upstream with the client and let them !now that
we have their business at heart>not 1ust selling the next great idea.
# call it setting the table." Creativity is the lifeblood of innovation
and mar!eting, but where does it come from and how should a
company nurture this elusive trait? @ow does one explore creativity
on the 1ob>and use it to one=s advantage? (9ulia @anna, Conference
CoverageA /ar!eting * CreativityBCD6;6(@ow Can # :et
'ome?,/ay,677E).
(. )I'INI*I"%N"+ O* T,+ )T!-
$he aim of this research word is to that which way is
best for advertising a product in Fa!istan. For this we are going to
select 5orthern reas :ilgit.$his research will help mar!eters to
!now how Gmeasuring the consumerHs perception about creativity in
print media advertisingI, $his will also help mar!eters how to be
popular and noticeable in todayHs competitive :'/ industry, the
organi&ations should dare to be creative and uni"ue, so as to stand
apart among the competitors, to capture more mar!et share
through sales and to be productive B proftable.
PRO$.+M +*INITION
wise man once said, "$he person who saves money by not
advertising is li!e the man who stops the cloc! to save time." #n
today=s fast*paced, high*tech age, businesses have to use some
form of advertising to ma!e prospects aware of their products and
services.
-ven a famous company li!e Coca*Cola continually spends money
on advertising to support recognition of their products. 2ast year
Coca*Cola spent more than J;E7 million to !eep its name in the
forefront of the public=s eye. 'o the "uestion isn=t whether or not
you can a,ord to advertise, you simply must if you want your
business to succeed. Companies using di,erent strategies to ma!e
their product and services the best one. $he only e,ective and
eKcient ways is advertising, that tell the target audience that what
they are doing. For this purpose they expend lots of their budget on
advertising so it is very important for them to !now that which way
is best for advertising and what should be including in it. 'o by
!eeping in view this importance we decided to do a +esearch wor!
on mentioned topic.
/. O$0+"TI1+) O* T,+ )T!-
$here are various ob1ectives of this study which areA
$o !now mar!eters that which way is best for advertising a
product.
$o create awareness about the importance of consumer
perception about advertising.
$o measure the inLuence of e,ective advertisement on the
perception of consumers.
2. M+T,OO.O'-
$he wor! is consisted of two di,erent sessions including
pilot study and preference evaluations. First, the pilot study was
intended to select stimulus samples and attributes for creative ads
i.e. the Companies in the :'/ industry which is the fastest growing
sector in Fa!istan right now.
'econdly, the selection of sample and study of sample
that how they evaluate these companiesH ads. $he sample was
ta!en as a representative unit of the whole population from the
di,erent localities of :ilgit.
Popu3ation and samp3ing#
s the target audience of print ads of Cellular companies
is their user which is almost M7 /illion in our country. s the young
generation having considered as the potential customer, hence we
target them specially the educated so that we can get better result
by their analysis. 3e select the ;77 sample from the total
population including /ale Female university students, -mployees.
$hese samples selected :ilgit.
Procedure and time 4rame
s we selected the cellular operators industry of
Fa!istan for the research purpose, due to its popularity and industry
growth. @ence we had to approach the potential customers of this
industry, so we decided to study them through "uestionnaires
escription o4 Research esign and Procedures
!sed
s for our study the target population was /obile
user specially those who e,ect by the print ads, hence we decided
to study university students and -mployees because they used to
!eep in touch with the print ads and it was very convenient for us to
get a good response from them. )ue to the time and budget sacristy
we decided to go for the random sampling that each respondent
having e"ual probability of selection and target them
conveniently .3e selected the sample of ;77 from the population on
the basis of above mentioned specifcations. 3e targeted the
sample of student in group and the employees individually by
distributing "uestionnaire and showing the colorful ads.
)ources o4 data
$o support and refne the research we have got help from the
secondary data and generate primary through "uestionnaires. #n
order to understand about the topic and guideline we have studied
almost N7 articles from 9stor, .net, 3i!ipedia, .lac!well synergy,
urora /ag&ine etc. which help us to identify the variables for our
research which is done during $wo months. l this research was
done in some other countries so we extract only those variables
which will applicable in our Country.
fter all we develop our "uestionnaire on the basis of
those studies and started our feld wor! the flling of "uestionnaire.
ll the "uestionnaires are e"ually distributed among the group
member. $wo group members colleted the data from the )i,erent
organi&ations where as the other two from the %niversities and
@ostels especially from the /ar!eting 'tudents in order to get the
better results.
)amp3ing Procedure
#n then we use convenient random sampling (non
probability sampling). 3e use to go to the students and employees
at universities and organi&ations. $his process is followed due to
resource and time scarcity.
)escription of Frocedure and /ethods of data gathering
s to communicate well and get maximum response we select to go
to the respondent through personal "uestionnaire. 3e frst go to
them and shortly brief about the research topic and then shown
them the ads which we have surveyed and elaborate the "uestions
which they failed to understand. the early phase of survey we use
stratifed random sampling that we divide the population on the
basis of their profession and !nowledge i.e. -mployees and
students.
Primary#
For primary data we are going to fll the "uestionnaire from our
target audience through 'ystematic +andom 'ampling.
)econdary#
For secondary data we are going for 9ournal, .oo!s, 5ewspaper and
other related articles on net.
Too3s#
'ome of important tools we are going to use for this research.
Fen
Faper
Computer
'F'' 'oftware
/' oKce etc
5. T-P+ O* )T!-
s our Research is +6p3oratory so we will go through
)econdary as will as :enerating Primary data through
'urvey.

7. 1%RI%$.+)
IN+P+N+NT 1%RI%$.+)
o Consumer perception
+P+N+NT 1%RI%$.+)
o -,ective advertisements.


Research Proposa3 on
Measure the consumer Perception about the creativity in
advertising8 (Print ads)
)ubmitted to#
)ir *aya9 &arim
Principa3 Researcher#
Ri9:an )aeed
epartment o4 Management )ciences ; +conomics
&ara<urum Internationa3 !niversity 'i3git N%s.