Zyman (2004) found out that 84% of award-winning advertisements incorporated entertainment, humor, satire, slapstick etc. to their ads. Nevertheless, only 22% made a call to action. Meaning resulted in increased sales. At the end of the day, we all know the purpose of advertisement is to sell. If we can not manage to increase sales why do we advertise then? As Bhargava (2006, p.163) is suggesting “in most cases, if you manage to entertain your audience but do not generate a benefit for your brand then you have essentially engaged in public service, not a marketing campaign.”
Creativity factor in broadcast media is important to break through the commercial clutter and grab the consumers’ attention. Especially if you think of the fact that, actual message exposure is 25 to 50 percent of program exposure. Brands are competing to get a share of the viewers’ already very limited time and attention. Under these circumstances, everyone feels the pressure for creating ads that are attention-grabbing and memorable. But there is a fine line here. Most of the time, we are missing the point. The whole point of advertisement is to get measurable results. Obviously, this means prompt increase in sales or enhanced brand awareness, which will lead to increased sales.
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