Creative Media Choice as a Marketing Signal

  • Sara Rosengren
  • Micael Dahlén
Part of the European Advertising Academy book series (EAA)


Over the past decade, the practice of creative media choice, in which nontraditional media are creatively employed to implicitly communicate a target message, has grown rapidly (e.g., Dahlén, 2009; Dahlén et al. 2009a). Most likely, this trend will continue as marketers face ever higher levels of advertising clutter in traditional media, and need to find new ways to stand out (Elliott and Speck, 1998; Rosengren, 2008).


Purchase Intention High Quality Product Traditional Medium Brand Attitude Advertising Effectiveness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Dahlén, M. (2005), “The Medium as a Contextual Cue,”Journal of Advertising, 34(3), 89–98.Google Scholar
  2. Dahlén, M. (2009), “A Rhetorical Question: What Is the Impact of Nontraditional Media for Low- and High-Reputation Brands?,” in: Journal of Current Issues & Research in Advertising, 31(2), 13–23.CrossRefGoogle Scholar
  3. Dahlén, M.; Friberg, L. and E. Nilsson (2009a), “Long Live Creative Media Choice,” in: Journal of Advertising, 38(2), 121–129.CrossRefGoogle Scholar
  4. Dahlén, M.; Granlund, A. and M. Grenros (2009b), “The Consumer-perceived Value of Non- traditional Media: Effects of Brand Reputation, Appropriateness and Expense,” in: Journal of Consumer Marketing, 26(3), 155–163.CrossRefGoogle Scholar
  5. Dahlén, M.; Rosengren, S. and F. Torn (2008a), “Advertising Creativity Matters,” in: Journal of Advertising Research, 48(3), 392–403.CrossRefGoogle Scholar
  6. Dahlén, M.; Rosengren, S.; Torn, F. and N. Ohman (2008b), “Could Placing Ads Wrong Be Right? Advertising Effects of Thematic Incongruence,” in: Journal of Advertising, 37(3), 57–67.CrossRefGoogle Scholar
  7. Ducoffe, R. H. (1995), “How Consumers Assess the Value of Advertising,” in: Journal of Current Issues & Research in Advertising, 17(1), 1–18.CrossRefGoogle Scholar
  8. Ducoffe, R. H. and E. Curlo (2000), “Advertising Value and Advertising Processing,” in: Journal of Marketing Communications, 6(4), 247–262.CrossRefGoogle Scholar
  9. Elliott, M. T. and P. S. Speck (1998), “Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media,” in: Journal of Advertising Research, 38(1), 29–41.Google Scholar
  10. Kirmani, A. (1990), “The Effect of Perceived Advertising Costs on Brand Perceptions,” in: Journal of Consumer Research, 17(2), 160–171.CrossRefGoogle Scholar
  11. Kirmani, A. and A. R. Rao (2000), “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality,” in: Journal of Marketing, 64(2), 66–79.CrossRefGoogle Scholar
  12. Rosengren, S. (2008), “Facing Clutter,” Doctoral Dissertation, Stockholm School of Economics, Sweden.Google Scholar
  13. Rosengren, S. (2011), “Who Benefits From Advertising Creativity?,” Paper presented atPositive Marketing Conference, New York, US.Google Scholar
  14. Sasser, S. L. and S. Koslow (2008). “Desperately Seeking Advertising Creativity,” in: Journal of Advertising, 37(4), 5–19.CrossRefGoogle Scholar
  15. Smith, R. E.; Chen, J. and X. Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” in: Journal of Advertising, 37(4), 47–61.CrossRefGoogle Scholar
  16. Sobel, M. E. (1982), “Asymptotic Intervals for Indirect Effects in Structural Equations Models,” in: Leinhart, S. (ed.),Sociological methodology 1982, San Francisco: Jossey-Bass, 290–312.Google Scholar
  17. White, A. and R. E. Smith (2001), “Assessing Advertising Creativity Using the Creative Product Semantic Scale,” in: Journal of Advertising Research, 41(6), 27–34.Google Scholar
  18. Yang, X. and R. E. Smith (2009), “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity,” in: Marketing Science, 28(5), 935–949.CrossRefGoogle Scholar

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sara Rosengren
    • 1
  • Micael Dahlén
    • 2
  1. 1.Stockholm School of EconomicsSweden
  2. 2.Stockholm School of EconomicsSweden

Personalised recommendations