In order to see if there was a link between creativity and purchase intent, we used behavioral measurements and analysis. With a small sample size, we observed consumers’ reactions, emotions, and eye-tracking on 7 Ramadan ads this year from different industries.
We discovered that ad likeness did not boost purchase intent. However, the ads which highlighted their products had a positive impact on purchase intention.
Consumers showed a neutral emotional response to Lactel ad. However, purchase intent was high indicating how visually highlighting the product clearly within the campaign leads to a positive impact on purchase behaviors.
On the contrary, with an ad like We Telecom, the audience was generally happy, as shown below. This was because the jingle and the colors were catchy and reflected their brand identity.
However, our findings from behavioral measurements showed that neither the logo nor the products/promotions were recognized early on. This was confirmed when we asked an open ad recall question about the message delivered. They mentioned the tag line only, without recalling the actual promotion.
With this knowledge, businesses can better understand their target audience and create more effective ad campaigns that resonate with their customers. As the ad industry continues to evolve, adopting behavioral measurements and analysis will become increasingly important for businesses looking to succeed in today’s competitive marketplace.
Total tested ads 7 and the sample size was 17
