Title

An assessment on impact of creative advertisement on consumer buying intention

Author

Murtaza Raza

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2019

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Advertisement | Purchasing | Consumer buying

Executive Summary

Many research papers and substantial articles can be found on the topic 'factors that can influence consumer buying intention'. Some researches emphasize on the psychological factors, some focus on the ease of availability of the product. This research will shed light on the Buying intention impacted by the creative content in an advertisement. A very common idea behind the consumer buying process is that the mind of a consumer is a black box and it is a mystery to find how a consumer makes a decision to buy anything, Every customer has a different process of perceiving the information exposed to them. This paper will be putting light on whether a good creative advertisement campaign can have an impact on the buying process of a customer. Multiple methods are applied to understand the relationship between the variable. Data is extracted through a questionnaire, focus groups and interviews whereas the data is analyzed through various statistical methods and techniques. The findings of the data indicate that there is a significant relationship between the variables. The data showed that advertisement and brand perception of any brand are closely knit together. Whereas the engagement created because of that advertisement is large because of the creativity in an ad campaign. The study also shed light on the fact that good creative content does impact the overall Buying intention of a consumer.

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