Understanding dimensions of creativity in advertising and their role in influencing consumer purchase decisions in the Indian context.

Abstract

Through this project we have tried to analyze various dimensions of creativity that affect the brand attitude and helps consumers at different stages of decision-making. What is the significance of a creative ad in determining the brand attitude for a consumer? What dimensions should be incorporated in any creative ad to make a significant impact? We believe that the analysis is going to help the marketers in determining the ad strategy for a brand or a product.