“Measure the consumer Perception about the creativity in advertising (Print ads)

1. INTRODUCTIONCreativity: Creativity (or "creativeness") is a mental process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts.From a scientific point of view, the products of creative thought (sometimes referred to as divergent thought) are usually considered to have both originality and appropriateness. An alternative, more everyday conception of creativity is that it is simply the act of making something new. Although intuitively a simple phenomenon, it is in fact quite complex. It has been studied from the perspectives of behavioral psychology, social psychology, psychometrics, cognitive science, artificial intelligence, philosophy, history, economics, design research, business, and management, among others. The studies have covered everyday creativity, exceptional creativity and even artificial creativity. Unlike many phenomena in science, there is no single, authoritative perspective or definition of creativity. And unlike many phenomena in psychology, there is no standardized measurement technique. Creativity has been attributed variously to divine intervention, cognitive processes, the social environment, personality traits, and chance ("accident", "serendipity"). It has been associated with genius, mental illness and humor. Some say it is a trait we are born with; others say it can be taught with the application of simple techniques.Although popularly associated with art and literature, it is also an essential part of innovation and invention and is important in professions such as business, economics, architecture, industrial design, and science and engineering. Despite, or perhaps because of, the ambiguity and multi-dimensional nature of creativity, entire industries have been

spawned from the pursuit of creative ideas and the development of creativity techniques.BACKGROUND

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perception of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response (Robert E. Smith, Scott B.Mackenzie,Xiaojing yang, Laura M. Buchholz, William K.Darley, November-December 2007). The present research suggests that successful advertisement share and is characterized by such abstract patterns termed creativity templates. The theoretical rational for the emergence of such templates and the empirical studies that detect the key creativity templates are identifiable, objectively verifiable, and generalizable across multiple categories (Jacob Goldengerg, Devid Mazuursky, Sorin Solomon, 1999).

"The hardest thing for creatives to do is to get an idea through to people who don't understand its potential," (Moehlenkamp). "My job is to try to get upstream with the client and let them know that we have their business at heart—not just selling the next great idea. I call it setting the table." Creativity is the lifeblood of innovation and marketing, but where does it come from and how should a company nurture this elusive trait? How does one explore creativity on the job—and use it to one's advantage? (Julia Hanna, Conference Coverage: Marketing - Creativity—How Can I Get Some?,May,2005).

2. SIGINIFICANCE OF THE STUDY The aim of this research word is to that which way is best for advertising a product in Pakistan. For this we are going to select Northern Areas Gilgit.This research will help marketers to know how “measuring the consumer’s perception about creativity in print media advertising”, This will also help marketers how to be popular and noticeable in today’s competitive GSM industry, the organizations should dare to be creative and unique, so as to stand apart among the competitors, to capture more market share through sales and to be productive & profitable.

PROBLEM DEFINITIONA wise man once said, "The person who saves money by not advertising is like the man who stops the clock to save time." In today's fast-paced, high-tech age, businesses have to use some form of advertising to make prospects aware of their products and services.Even a famous company like Coca-Cola continually spends money on advertising to support recognition of their products. Last year Coca-Cola spent more than $150 million to keep its name in the forefront of the public's eye. So the question isn't whether or not you can afford to advertise, you simply must if you want your business to succeed. Companies using different strategies to make their product and services the best one. The only effective and efficient ways is advertising, that tell the target audience that what they are doing. For this purpose they expend lots of their budget on advertising so it is very important for them to know that which way is best for advertising and what should be including in it. So by keeping in view this importance we decided to do a Research work on mentioned topic.

3. OBJECTIVES OF THE STUDYThere are various objectives of this study which are:

To know marketers that which way is best for advertising a product.

To create awareness about the importance of consumer perception about advertising.

To measure the influence of effective advertisement on the perception of consumers.

4. METHODOLOGY The work is consisted of two different sessions including pilot study and preference evaluations. First, the pilot study was intended to select stimulus samples and attributes for creative ads i.e. the Companies in the GSM industry which is the fastest growing sector in Pakistan right now. Secondly, the selection of sample and study of sample that how they evaluate these companies’ ads. The sample was taken as a representative unit of the whole population from the different localities of Gilgit.Population and sampling:

As the target audience of print ads of Cellular companies is their user which is almost 60 Million in our country. As the young generation having considered as the potential customer, hence we target them specially the educated so that we can get better result by their analysis. We select the 100 sample from the total population including Male Female university students, Employees. These samples selected Gilgit.Procedure and time frame

As we selected the cellular operators industry of Pakistan for the research purpose, due to its popularity and industry

growth. Hence we had to approach the potential customers of this industry, so we decided to study them through questionnaires

Description of Research Design and Procedures Used

As for our study the target population was Mobile user specially those who effect by the print ads, hence we decided to study university students and Employees because they used to keep in touch with the print ads and it was very convenient for us to get a good response from them. Due to the time and budget sacristy we decided to go for the random sampling that each respondent having equal probability of selection and target them conveniently .We selected the sample of 100 from the population on the basis of above mentioned specifications. We targeted the sample of student in group and the employees individually by distributing questionnaire and showing the colorful ads.Sources of dataTo support and refine the research we have got help from the secondary data and generate primary through questionnaires. In order to understand about the topic and guideline we have studied almost 30 articles from Jstor, Bnet, Wikipedia, Blackwell synergy, Aurora Magzine etc. which help us to identify the variables for our research which is done during Two months. Al this research was done in some other countries so we extract only those variables which will applicable in our Country. After all we develop our questionnaire on the basis of those studies and started our field work the filling of questionnaire. All the questionnaires are equally distributed among the group member. Two group members colleted the data from the Different organizations where as the other two from the Universities and Hostels especially from the Marketing Students in order to get the better results.

Sampling Procedure

In then we use convenient random sampling (non probability sampling). We use to go to the students and employees at universities and organizations. This process is followed due to resource and time scarcity. Description of Procedure and Methods of data gatheringAs to communicate well and get maximum response we select to go to the respondent through personal questionnaire. We first go to them and shortly brief about the research topic and then shown them the ads which we have surveyed and elaborate the questions which they failed to understand. the early phase of survey we use stratified random sampling that we divide the population on the basis of their profession and knowledge i.e. Employees and students. Primary: For primary data we are going to fill the questionnaire from our target audience through Systematic Random Sampling.Secondary:For secondary data we are going for Journal, Books, Newspaper and other related articles on net.Tools:Some of important tools we are going to use for this research.

Pen Paper Computer SPSS Software MS office etc

5. TYPE OF STUDYAs our Research is Exploratory so we will go through Secondary as will as Generating Primary data through Survey.

6. VARIABLES

INDEPENDENT VARIABLESo Consumer perception

DEPENDENT VARIABLESo Effective advertisements.

Research Proposal on

“Measure the consumer Perception about the creativity inadvertising” (Print ads)

Submitted to: Sir Fayaz KarimPrincipal Researcher: Rizwan Saeed

Department of Management Sciences & EconomicsKarakurum International University Gilgit NAs.