الفهرس 
Introduction to the StudyOnly 14 pages are availabe for public view
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Abstract
The importance of creativity in advertising as one of the primary factor for advertising
effectiveness has been much advocated by advertising professionals and academicians
particularly in a cluttered media. Industry experts argue that advertisements have to be
more creative to break through the greater media clutter and develop an impression
for the brand.However, researchers have neither agreed on a model of advertising
creativity nor conclusively linked ad creativity to key measures of effectiveness. This
study examines the potential effectiveness of award winning television advertisements
in Egypt. Both creative and control advertisements were embedded in a television
program which were shown to research subjects. After watching the advertisements,
Subjects’ reassessed the advertisements’ creativity and tapped their responses about
brand and advertisement attitude and lastly purchase intent. The findings of the study
show that the creative advertisement developed significantly more favorable brand
and advertisement attitude than the control advertisement. The Creative advertisement
also developed greater purchase intent for the advertised brand than the control
advertisement.Finally, the study shows that creativity award-winning ads are
considered more effective among consumers than other ads.
Key Words: Advertising Creativity, Divergence, Relevance, Advertising
Effectiveness, Ad Attitude, Brand Attitude, Purchase Intentions.