CREATIVE & MEORY EFFECT

Creative & memory effect

By using the tentative and customary approaches, the previous researches that have been done in this field are a duplicate of creativity and memory effects. The first study or research that was conducted shows how creativity has affected the field of advertising, and the variables that are studied are the airport terminals and the preshow cinema. The results were quite astonishing and there was a link that was a heavy connection between the influence of creative advertisements on the memory of consumers or customers. There was a recall for consumers or customers was much high in creative advertisements for the traditional media. As far as the airport advertisement is concerned which is dealt on the basis of personal selling creativity in that concerned department had a low effect. The second study that was conducted was conducted on the basis of exposure context and the recognition dependant variable of an environment of forced exposure context to check the previous creativity. The method that is used to analyse the recognition is used on the basis of a 4 time delay interval. The intervals include the following, there are either no delays and if there are delays, the delays are for a week, 3 weeks and lastly 5 weeks. The results indicated that creative advertisements are highly linked with recognition over time, and the results were positive. Creative advertisements last much longer in the minds as compared to the ordinary advertisements. It has been years of working for the advertisement researchers conducting researches on creativity have developed new ways. Till date the main course of work for all the researches is information processing. By the usage of this model there is link that is developed between the two aspects which are creativity and advertisement effectiveness. By utilizing the information processing approach a lot of paths have been discovered that leads to the judging criteria of the consumers, and the researches that have been carried on this aspect have definitely enhanced it to a great extent. Creativity which today is being treated as exceptional as in the past where it used to be treated as typical, because of this it has become very difficult for the researchers to carry out research on this area of concern which creates a lot of problems and hinges to understand creativity. Understanding creativity for researches is very important so that the psyche of the consumers and customers could be very well predicted and advertisements shall be made accordingly in order to create a High rate of recall for the customers and consumers. The consumers shall directly be asked about their concept about creativity in advertisements and then the results should be analyzed to by the professional creative. This method if implemented can unleash a lot for the advertisers and can bring out the true potential of the market in front of the organizations. This paper is concerned about the 2 approaches. Our work is based on the research of David Stewart ...