Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention

Abstract

Nowadays, consumers are daily confronted with dozens of advertising messages due to an explosive media and advertising growth during the past decades. Compared to the 1970’s, where consumers where daily exposed to about 500 ads, today they are faced with approximately 5,000 ads a day (Johnson, 2006). Taking into account this enormous mass of advertising messages, which is also known as advertising clutter, it is only logical that consumers protect themselves by selectively paying attention to the advertising jungle they are living in.