Impact of Creative Advertising and Wow Factor on the Buying Behavior of Customers
By Mr. Allwyn Deepak Mathias Reg No: 09XQCMA006 MBA Fourth Semester M P Birla Institute of Management Bangalore

UNDER THE GUIDANCE & SUPERVISION OF Prof. S. Ramgopal M P Birla Institute of Management Bangalore

Another important application of psychological principals is to develop an understanding of consumer needs so that products can be developed.1. which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. to persuade a target market to purchase or to consume that particular brand. or services. The application of psychological theories to advertising provides an understanding of how consumers process advertising messages and make purchase decisions. Some view it as Wow! Now that¶s something you don¶t see every day. Commercial advertisers often seek to generate increased consumption of their products or services through branding. Yet others think. . imaginative.0 BACKGROUND Advertising is a form of communication intended to persuade an audience (viewers.0 STATEMENT OF THE PROBLEM Creativity in advertising means different things to different people. designed. and decision making all have relevance to understanding how advertising affects consumers. information processing. Theories of attention. attitude formation. These messages are usually paid for by sponsors and viewed via various media. 2. and communicated in a manner that reflects the relevant and important needs of consumers. The study confines itself to a few advertising agencies and people in Bangalore only. The dictionary says it is characterized by originality and expressiveness. creative writing. readers or listeners) to purchase or take some action upon products. It includes the name of a product or service and how that product or service could benefit the consumer. a creative advertisement is one that sells. ideas.

0 HYPOTHESIS TO BE TESTED Hypothesis 1: Null Hypothesis: Creativity and Wow factor has no impact on the Advertising Alternate Hypothesis: Creativity and Wow factor does have an impact on the Advertising Hypothesis 2: Null Hypothesis: Creative advertising has no impact on the buying behavior of the customers Alternate Hypothesis: Creative advertising does have an impact on the buying behavior of the customers .0 OBJECTIVES OF THE STUDY 3. 4.5 To find out what impact. To find out if creativity is positively correlated to the extent of impact. 3.3.4 To find out factors that elicits a WOW response from the target audience.1 3. a WOW factor has on the target audience.3 To understand the term creativity in advertising. 3.2 3. an ad has on the audience. To get an insight into the layman¶s view of creativity.

. data collection method and selection of subjects. every samples was given equal weightage. A significant part of the information for the research analysis has been obtained from the primary source. Exploratory research helps determine the best research design. Internet has also been a major source of information for the research.0 RESEARCH METHODOLOGY Type of Research: Exploratory research is a type of research conducted because a problem has not been clearly defined. As its name implies convenience sampling refers to the collection of information from members of the population who are conveniently available to provide it. Secondary Source: Data collected through this source includes the theoretical aspects of advertising and creativity as well as quotations from various advertising men. There was no demarcation of size of samples. Sample Size: A sample size of 100 customers under various sectors was selected from different areas of Bangalore city for the study.5. Sources of Data: Primary Source: Primary source of data comprises customers from different sectors and also people from advertising agencies with reasonable amount of experience. Sampling Technique: Convenience sampling is a non-probability sampling method.

0 CHAPTER SCHEME 6.0 CONTRIBUTION OF THE STUDY This study is aimed at analyzing the effectiveness of creativity in advertisements on influencing the consumers¶ mindset about the products and the level of Impact it can bear over the buying behavior of the customers.4 6.5 6.  Second hand information from websites. 6. and based on this necessary recommendations can be provided.  Direct electronic mails.3 6.1 6.2 6.6 Introduction Review of Previous Literature Research Methodology Data Analysis and Interpretation Summary & Findings Suggestions & Conclusions 7. .  Interviewing the customers directly  Questionnaires. Through this study contributes by evaluating the advertisements already available and assess the impact it has had on the customers.Tools for Data collection:  One on one interview with people from the industry.

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