| Abstract [eng] |
Recently conducted researches and creative advertising awards show that creative TV ads are much more effective than standard ones. However, TV advertising is still dominated by the standard commercials. The current situation raises the question of what are factors of selection between standard and creative ads what are criteria of definition of standard and creative advertising. The object of master thesis is television advertisements – the creative and the standard ones. Its goal is to define the standard and creative advertising concepts and identify the factors of choice between standard and creative advertising. Its main tasks are to define the standard and creative advertising concepts; to present advertising effectiveness of the investigative techniques; to review advertising effectiveness studies; presents the communication strategies and models that would help identify a creative advertising and standard selection criteria; to provide Lithuanian marketing and advertising professionals approaches in respect of the creative and standard advertising; to identify causes of the standard advertising domination in Lithuania; identify the main factors of selection between standard and creative advertising. There was made a conclusion that creative advertising is identified as an original, distinctive and relevant. Standard ad was perceived as the information (rational), inconspicuous (routine, template) and stereotype (banal). The choice between standard and creative advertising leads to five factors: customer motivation, involvement in advertising, product category, consumer groups and brand positioning. After the empirical research, using expert interviews, it came to the conclusion that Lithuania is dominated by a standard commercials because of advertisers type, low mentality of television viewers, advertisers lack the courage and the low level of Lithuanian advertising market. The choice between a standard and a creative advertising is determined by factors: the product being advertised, consumers groups, advertiser approach to consumers, advertiser marketing strategy, advertisers lack the courage and advertising budget. Also it came to the conclusion that the number of creative commercials in the future will increase, therefore advertising agencies have to develop advertiser principals and to encourage the need of creativity. |
