1、7400 英文单词， 4.3 万英文字符 ，中文 1.3 万字 文献出处： Baack D W , Wilson R T , Dessel M M V , et al. Advertising to businesses: Does creativity matter?J. Industrial Marketing Management, 2016, 55:169-177. Advertising to businesses: Does creativity matter? Daniel W. Baack, Rick T. Wilson, Maria M. van Dessel, Charle
2、s H. Patti Abstract Business-to-business advertising research has long been grounded in rationality with a focus on factual, function- al, benet-laden messages. However, in consumer advertising, psychological differentiators, such creativity, are frequently used to increase advertising effectiveness
3、. With growing evidence that consumer marketing concepts apply to business buyers, this research investigates the effect advertising creativity has on the organizational buying process. Using an online survey, we present actual advertisements to managers in the B2B environment. Our results provide s
4、trong evidence that message creativity inuences business managers response toward advertising for site selection. Creative ads generated stronger shifts in attitudes toward the ad, attitudes toward the brand, and behavioral intentions. The results extend previous research on the role of creativity i
5、n advertising to a business-to-business context. The results also challenge conventional wisdom and dominant practices in advertising to businesses. Keywords: Advertising; Business advertising; Creativity; Investment promotion Creativity has long been recognized as one of the most important concepts
6、 in the design and development of effective advertising (El-Murad & West, 2004; Hopkins, 1972; Klebba & Tierney, 1995; Ogilvy, 1963, 1995; Reeves, 1961; Sasser & Koslow, 2008). Creative ads have been linked to increased levels of awareness and comprehension as well as more favorable attitudes toward the ad and brand (Till & Baack, 2005; Yang & Smith, 2009). Yet, for all the academic interest in the topic, there appears to be a paucity of research on advertising creativity within a busines
