الفهرس 
الحملات التسويقية الإعلانيةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Summary
Study Problem: The problem which the study deals with lies in its main question: What are the creative strategies used in advertising marketing campaigns and their relationship to teenagers buying behavior?
Importance of study:
• The lack of studies dealing with the impact of creativity in advertising campaigns and its relationship to purchasing behavior.
• Contribute identify persuasive methods that suit teenagers.
• Contribute to identify the best advertising means that fit teenagers.
• The results of this study and the data and information about the use of Creative Strategies of modern marketing advertising campaigns in traditional and modern media and their relationship towards purchasing behavior.
Study objectives:
• The main goal is to identify the creative strategies used in advertising and marketing campaigns in traditional and new media and their relationship to the buying behavior of Egyptian teenagers.
• Identify the following:
- How advertising creativity and unfamiliar ideas affect buying behavior in teenagers.
- How much teenagers accept unfamiliar advertising ideas and how to deal with them.
- The extent to which teenagers respond to innovative ideas presented in advertising campaigns and their impact on their exposure to advertising campaigns.
- The rate of exposure of teenagers to advertising materials in both traditional and new media.
- The pattern of teenagers in treating with advertising material in both traditional and new media.
- Motives of teenagers to find out advertising campaigns in both traditional and new media.
- The most important gains from the use of teenagers to advertising campaigns in both traditional and new media.
- Art forms used in advertising campaigns and the most attractive and influential for teenagers.
The theoretical framework of the study:
The current study is based on one of the most recent strategic gateways in the field of advertising, namely:
Guerrilla marketing strategy, gorilla marketing is an advertising strategy in advertising marketing that works on the implementation of different and distinctive marketing methods with high quality and low costs to achieve great results and this strategy uses the element of surprise in its marketing and advertising campaigns, which leave a positive impact and a big media hype.
Study limits:
• Objective limits: the use of Creative Strategies for marketing advertising campaigns and their relationship to teenagers purchasing behavior.
• Human limits: this study was applied to a sample of 400 teenagers.
• Spatial limits: this study was applied to Egyptian public and private universities (Ain Shams University- Cairo University- Shorouk Academy.
• Time limits: the content analysis form was applied from July 2019 to January 2020 for the equivalent of seven months.
Study assumptions:
First assumption: there is a statistically significant difference between average teenagers’ grades according to gender (Male - Female) in the rate at which their purchasing behavior is affected by the Creative Strategies of advertising campaigns.
Second assumption: there is a statistically significant relationship between the intensity of teenagers Exposure to (Electronic – television) advertising campaigns and the rate at which their purchasing behavior is affected by the Creative Strategies of advertising campaigns.
Third assumption: there is a statistically significant relationship between the persuasive entries used in advertising campaigns (Electronic – Television) and the rate at which their purchasing behavior towards those brands is positively affected.
Fourth assumption:. there is a statistically significant relationship between the advertising template of advertising campaigns and the rate at which purchasing behavior is affected by the Creative Strategies of advertising campaigns.
Fifth assumption: there is a statistically significant relationship between the levels of advertising creativity used in electronic and television advertising campaigns, and the extent to which teenagers remember these campaigns.
Sixth assumption: there is a statistically significant relationship between the type of characters used in advertising campaigns and the rate at which teenagers purchasing behavior is affected by the Creative Strategies of advertising campaigns.
Seventh assumption: there is no statistical relationship between the level of language used in advertising campaigns and the vulnerability of teenagers to these advertising campaigns.
Eight assumption: there is a statistically significant relationship between the type of product advertised and the rate at which teenagers purchasing behavior is affected by the Creative Strategies of advertising campaigns.
Type and curriculum of study:
• Type of study: descriptive study.
• Study curriculum: The sample survey method in the field and analytical, in addition to the comparative approach.
Study tools:
1- Questionnaire form. (Prepared by researcher)
2- Form content analysis. (Prepared by researcher)
Community and sample study:
• Society and human study sample:
Study community: Egyptian teenagers.
Study sample: 400 Egyptian teenagers from public and private universities
(Random sample).
• Society and sample analytical study:
Community study: advertising campaigns in traditional and new media.
Study sample: a survey sample of marketing advertising campaigns on the following media:
- Television is represented in the Arabic satellite channels (CBC). (Traditional advertising medium)
- Advertisements on YouTube. (New advertising medium).
The most important results of the study:
- The results indicate that the opinion of the researchers on which marketing advertising campaigns are more creative according to the type, where the researchers see that ”television advertising campaigns are more creative” in the first ranking by (59.75%), then came ”electronic advertising campaigns more creative” in the second ranking by (36.25%), Finally in the third ranking came ”both have the same degree of creativity” with a percentage (4.00%) of the total vocabulary of the study sample.
- Variation of the use of Creative Strategies for television and electronic advertising campaigns sample study, ”motivation strategy” came in the first ranking of television advertising by 5.88% of the total advertising campaigns TV advertising sample study, then came both ” Information Strategy and the strategy of constantly emphasizing a particular commodity, the strategy of symbolic correlation, the strategy of creating a new consumer pattern or habit, and the strategy of commitment” in the second ranking with 3.92%.then came simulation strategy came in third with 2.94%. Then, ”the strategy of advertising suits or arguments, and the strategy of making the brand familiar” ranked fourth with 1.96% of the total creative strategies included in television advertising campaigns sample study. As can be seen from the analysis of data also the variation of Creative Strategies for electronic advertising campaigns sample study, where the ”strategy to create a new style or consumer habit” came in the first ranking with a percentage of 6.82% of the total ADS of electronic advertising campaigns sample study, Information strategy came in second with 5.68%. Then the ”impulse strategy”in the third ranking with 4.55%. Then came the ”suit strategy or advertising arguments, the strategy to constantly emphasize a particular commodity, and the simulation strategy” in fourth place with 3.41%. It was finally followed in fifth place by ”token engagement strategy, brand familiarity strategy, and commitment strategy” with 2.27% of the total creative strategies of electronic advertising campaigns in the study sample.
- The results indicate the extent to which the researchers agree with the main guerilla marketing strategy question: ”achieving the desired goals of campaigns such as profit and viewing pleasure can be through mental creativity rather than spending big money” Which indicates that the percentage of the total who agreed with this saying ”yes I agree with that saying” amounted to 81.75% of the researchers sample study, and of the percentage of ”I do not agree with this saying” amounted to (18.25%) of the total vocabulary of the study sample.
- The results show the researchers ’buying preference through physical / regular stores” at the top by (63.75%), and then shopping ”through the internet and social media sites” by (36.25%) of the total vocabulary of the study sample.