The comparision of advertising creativity in terms of communication effects

The main purpose of this study is to compare of advertising creativity in terms of communication effects. In this plan, communication effect of an ad represents an important part. These effects have a hierarchical structure and this structure explains the mechanics of how an ad works. This hierarchy consists of brand awareness, knowledge, acceptance, liking, purchase. From this point, to determine the effects of ads that are creative a scanning method, which is general scanning is used and data is collected by pooling. Pool is conduct to people with an education level of high school or above. Two print ads, one of which is creative and the other is not, shown to the participants. The data is analyzed using factor analysis and t-test tables. At the end of the study, creative ads are concluded to be more effective compared to noncreative ads in terms hierarchy of effects, which are brand awareness, knowledge, acceptance/rejection, liking, and purchase. Key Words: Creative Advertising, Hierarchy of Effects and Advertising Effects