Três décadas de estudos, de diversas instituições por todo o planeta, tentam responder se a abordagem criativa funciona. Eles fazem a mesma pergunta em 15 maneiras diferentes. E todas chegam a mesma conclusão.
Creative Advertising and the von Restorff Effect
David F. Pick, John Sweeney, Jennifer A. Clay
Psychological Reports
Dezembro de 1991
On Resonance: A Critical Pluralistic Inquiry Into Advertising Rhetoric
Edward F. McQuarrie and David Glen Mick
Journal of Consumer Research
Setembro de 1992
Creativity vs. effectiveness? An integrating classification for advertising
Kover, Arthur J.
Journal of Advertising Research
Dezembro de 1995
“Do Award Winning Commercials Sell?”: A Worldwide Study
Donald Gunn
Leo Burnett Company
Junho de 1996
Recall, Liking, and Creativity in TV Commercials: A New Approach
Gerald Stone, Donna Besser, Loran E Lewis
Journal of Advertising Research
Maio de 2000
Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory
Rik Pieters, Luk Warlop and Michel Wedel
Management Science
Junho de 2002
Recall and Persuasion: Does Creative Advertising Matter?
Brian D. Till e Daniel W. Baack
Journal of Advertising
2005
Marketing In The Era of Accountability
Les Binet, Peter Field
Institute of Practitioners in Advertising
2007
Art Meets Science: Creative Advertising Examined
Jesko Perrey, Tjark Freundt, Dennis Spillecke
Power Brands: Measuring, Making, and Managing Brand Success (Livro)
2007
The Impact of Advertising Creativity on the Hierarchy of Effects
Robert E. Smith , Jiemiao Chen e Xiaojing Yang
Journal of Advertising
2008
Advertising Creativity Matters
Micael Dahlén, Sara Rosengren, Fredrik Törn
Journal of Advertising Reasearch
Setembro de 2008
Creative = Effective
James Hurman
Campaign Brief
2008
Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity
Xiaojing Yang, Robert E. Smith
Marketing Science
Agosto de 2008
Creative = Successful
James Hurman
NZ Marketing
2010
The Link Between Creativity and Effectiveness
Peter Field
Institute of Practitioners in Advertising
2016
