Advertising to businesses: Does creativity matter? |
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| Institution: | 1. Department of Marketing, Daniels College of Business, University of Denver, 2101 S. University Boulevard, Denver, CO, USA;2. Department of Marketing, McCoy College of Business, Texas State University, 601 University Drive, San Marcos, TX, USA;1. Kent Business School, University of Kent, Canterbury, Kent CT2 7NZ, UK;2. School of Business and Management, Lappeenranta University of Technology, P.O. Box 20, 53850 Lappeenranta, Finland;3. Middlesex University Business School, Middlesex University, Hendon NW4 4BT, London;1. Department of Marketing and International Business, Lee Business School, University of Nevada, Las Vegas, 4505 S. Maryland Parkway, Las Vegas, NV 89154, USA;2. Department of Marketing and International Business, Carson College of Business, Washington State University, Pullman, WA 99164-4750, USA;3. Department of Marketing, College of Business and Economics, University of Wisconsin—Whitewater, Whitewater, WI 53190-1790, USA;1. HAN University of Applied Sciences, P.O. Box 5171, 6802 ED Arnhem, The Netherlands;2. Institute for Management Research, Radboud University, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands;3. Faculty of Economics and Business Administration, VU University Amsterdam, De Boelelaan 1105, 1081 HV Amsterdam, The Netherlands;1. Department of Marketing and International Business, Turku School of Economics, University of Turku, Finland;2. School of Science, Department of Industrial Engineering and Management, Aalto University, P.O. Box 15500, FI-00076 AALTO, Finland;3. Bulevardi 50 B 46, 00120 Helsinki, Finland;1. Department of Industrial Engineering and Management, Aalto University, School of Science, P.O. Box 11000, FI-00076 Aalto, Finland;2. Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, P.O. Box 21230, FI-00076 Aalto, Finland;3. University of Cambridge, Cambridge Service Alliance, UK;1. Tasmanian Business School, University of Tasmania, Hobart, 7001 Tasmania, Australia;2. School of Advertising, Marketing, and Public Relations, Queensland University of Technology, Brisbane, 4001 Queensland, Australia;3. Cardiff Business School, Cardiff University, Cardiff CF10 3EU, Wales, UK |
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| Abstract: | Business-to-business advertising research has long been grounded in rationality with a focus on factual, functional, benefit-laden messages. However, in consumer advertising, psychological differentiators, such creativity, are frequently used to increase advertising effectiveness. With growing evidence that consumer marketing concepts apply to business buyers, this research investigates the effect advertising creativity has on the organizational buying process. Using an online survey, we present actual advertisements to managers in the B2B environment. Our results provide strong evidence that message creativity influences business managers' response toward advertising for site selection. Creative ads generated stronger shifts in attitudes toward the ad, attitudes toward the brand, and behavioral intentions. The results extend previous research on the role of creativity in advertising to a business-to-business context. The results also challenge conventional wisdom and dominant practices in advertising to businesses. |
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