App-vertising – Effective Communication in a Creative Context
ABSTRACT: Creativity in advertising is often considered as an important element by both academia and practitioners in achieving effectiveness. The previous academic research has mostly focused on the traditional media platforms. We attempt to extend the understanding of these phenomena for application based advertising on smartphones, which is an emerging media platform. In this process three cases (apps) are studied closely to evaluate the iPhone users‟ experiences using these apps in relation to advertisers intended objectives. A combination of interviews with advertising agencies and focus groups with consumers has been adopted to examine the issue. The two key findings are that creativity affects recall, liking and comprehension, but on the other hand has a limited influence on the persuasiveness of the app.
MSc in Marketing and Consumption