[雙語翻譯]商業(yè)廣告外文翻譯--商業(yè)廣告創(chuàng)意重要嗎？（英文）

1、Advertising to businesses: Does creativity matter?Daniel W. Baack a,?, Rick T. Wilson b, Maria M. van Dessel a, Charles H. Patti aa Department of Marketing, Daniels College of Business, University of Denver, 2101 S. Univ

2、ersity Boulevard, Denver, CO, USA b Department of Marketing, McCoy College of Business, Texas State University, 601 University Drive, San Marcos, TX, USAa b s t r a c t a r t i c l e i n f oArticle history:Received 14 Fe

3、bruary 2014Received in revised form 31 August 2015Accepted 4 September 2015Available online 30 October 2015Keywords:AdvertisingBusiness advertisingCreativityInvestment promotionBusiness-to-business advertising research h

4、as long been grounded in rationality with a focus on factual, function-al, benefit-laden messages. However, in consumer advertising, psychological differentiators, such creativity, arefrequently used to increase advertis

5、ing effectiveness. With growing evidence that consumer marketing conceptsapply to business buyers, this research investigates the effect advertising creativity has on the organizational buy-ing process. Using an online s

6、urvey, we present actual advertisements to managers in the B2B environment. Ourresults provide strong evidence that message creativity influences business managers' response toward advertis-ing for site selection. Cr

7、eative ads generated stronger shifts in attitudes toward the ad, attitudes toward thebrand, and behavioral intentions. The results extend previous research on the role of creativity in advertisingto a business-to-busines

8、s context. The results also challenge conventional wisdom and dominant practices inadvertising to businesses.© 2015 Elsevier Inc. All rights reserved.Creativity has long been recognized as one of the most importantc

9、oncepts in the design and development of effective advertising(El-Murad Hopkins, 1972; Klebba Ogilvy, 1963, 1995; Reeves, 1961; Sasser Yang Wilson, 2000).While acknowledging that business markets are certainly differe

10、nt(albeit by degree not genus, as noted by Wilson, 2000), by applyingconsumer marketing theory, B2B researchers face rich opportunities toadvance the field. While the possibilities are myriad, this paper focuseson how me

11、ssage effects, namely creativity, may very well be importantwhether targeting business people or consumers. Creativity is consid-ered an important determinant of advertising effectiveness, and well-planned creative strat

12、egy and execution are central elements in thedevelopment of advertising. This project explores the relativity underresearched area of advertising creativity in the B2B sector, and bydoing so offers evidence of the effica

13、cy of creative advertising in a B2Bcontext.1. Literature review and hypothesis developmentTo explore advertising creativity in the B2B sector, creativity must beidentified as a relevant construct that likely influences b

14、usiness man-agers during their decision-making process. To do this, we first discussthe organizational buying center and how it, like the consumer market,is vulnerable to the influences of subjective marketing informatio

15、n. Wenext explicate how our chosen B2B context, international site selection,is an appropriate representation of a B2B market. We conclude our liter-ature review by defining creativity and explaining how creativity acts

16、assubjective information in decision-making processes. Finally, the litera-ture review led us to the development of three hypotheses.1.1. Marketing influences in the organizational buying centerOver the past 40 years, a

17、number of models have been developed toexplain the organizational buying process (Robinson, Faris, Sheth, 1973; Webster Owusa Verville Johnston Mudambi, 2002), the site selection process is also vulnerable to market-i

18、ng and branding influences due in great part to the multifacetednation-state product (i.e., purchase complexity), significant financialconsequences (i.e., purchase importance), and asymmetrical informa-tion (i.e., purcha

19、se uncertainty) (Lewin Morisset Wells Papadopoulos Wells Wilson, Baack, Smith,MacKenzie, Yang, Buchholz, Smith Till Smith Ang Smith et al., 2008; Smith et al., 2007; Smith &Yang, 2004). Ang and Low (2000) d

20、efine relevance in terms of the ad'screative element being meaningfully tied to the product. In otherwords, the novel element should be relevant to the message so that ithas discernible meaning. We do note that the i

21、nclusion of relevance isan item of debate within the literature. See Lehnert, Till, and Ospina(2014) for recent discussion of this issue.In its ability to influence message persuasion, creativity has multipleroles. It ca

22、n act as a mechanism to encourage deeper message process-ing and it can generate an emotional response. The latter is associatedwith subjective marketing information, but we first address creativity'srole in message

23、processing.As a mechanism for message processing, creativity draws attentionto the ad and promotes greater elaboration of message arguments,which can lead to more favorable attitudes and higher levels of purchaseintentio

24、ns. Indeed, Yang and Smith (2009) found that creative ads in-creased several processing variables. These authors found that adsdeemed ‘highly creative’ trigger increased open-mindedness, curiosity,and positive affect pro

25、ducing higher levels of viewing intentions andbrand purchase intentions. Smith et al. (2007) demonstrated that crea-tivity had a positive impact on ad processing and response variables.Using eye-tracking technology, Piet

26、ers, Warlop, and Wedel (2002)found that ads deemed original in design, surprising, and unique corre-lated strongly with increased attention to the ad resulting in improvedmemory for the brand. Finally, the benefits of cr

27、eativity have also beenfound to persist over time, with the cognitive advantages increasingthe longer the delay between advertising exposure and measurementof outcomes (Till & Baack, 2005). The consistent finding, ac

28、ross decadesof research on the topic, is that creative advertising messages are ingeneral more effective as it encourages deeper message processing.As a mechanism to generate an emotional response, creativityoperates mor

29、e like an execution element. Rather than promote deepermessage processing through increased attention as previously de-scribed, creativity generates positive affect that is then transferredonto ad and brand evaluations.

30、This leads to more brand cognitions, fa-vorable brand attitudes, and stronger intentions to purchase (Smithet al., 2008). For example, Smith et al. (2008) found that when creativeads were viewed as more entertaining, pos

31、itive affect was transferredonto the ad and brand and resulted in greater purchase intentions forthe brand. Likewise, Yang and Smith (2009) found that creative ads re-duced individuals' resistance to persuasion by ge

32、nerating positive affectthat carried through to brand attitudes and purchase intentions. Theirfindings were quite robust in that the positive affect transfer occurredin both low and high involvement situations.In these a

33、ffect transfer circumstances, creative ads are viewed asmore entertaining, interesting, or enjoyable. These emotional responsesare subjective marketing factors that influence ad responses and171 D.W. Baack et al. / Indus