[雙語翻譯]商業廣告外文翻譯--商業廣告創意重要嗎？

1、7400 英文單詞， 英文單詞，4.3 萬英文字符，中文 萬英文字符，中文 1.3 萬字 萬字文獻出處： 文獻出處：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.Advertisin

2、g to businesses: Does creativity matter?Daniel W. Baack, Rick T. Wilson, Maria M. van Dessel, Charles H. PattiAbstract Business-to-business advertising research has long been grounded in rationality with a focus on factu

3、al, function- al, benefit-laden messages. However, in consumer advertising, psychological differentiators, such creativity, are frequently used to increase advertising effectiveness. With growing evidence that consumer m

4、arketing 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 t

5、he B2B environment. Our results provide strong evidence that message creativity influences business managers' response toward advertising for site selection. Creative ads generated stronger shifts in attitudes toward

6、 the ad, attitudes toward the brand, and behavioral intentions. The results extend previous research on the role of creativity in advertising to a business-to-business context. The results also challenge conventional wis

7、dom and dominant practices in advertising to businesses.Keywords: Advertising; Business advertising; Creativity; Investment promotionCreativity has long been recognized as one of the most important concepts in the design

8、 and development of effective advertising (El-Murad Hopkins, 1972; Klebba Ogilvy, 1963, 1995; Reeves, 1961; Sasser Yang Wilson, 2000).While acknowledging that business markets are certainly different (albeit by degre

9、e not genus, as noted by Wilson, 2000), by applying consumer marketing theory, B2B researchers face rich opportunities to advance the field. While the possibilities are myriad, this paper focuses on how message effects,

10、namely creativity, may very well be important whether targeting business people or consumers. Creativity is considered an important determinant of advertising effectiveness, and well- planned creative strategy and execut

11、ion are central elements in the development of advertising. This project explores the relativity under researched area of advertising creativity in the B2B sector, and by doing so offers evidence of the efficacy of creat

12、ive advertising in a B2B context.1. Literature review and hypothesis developmentTo explore advertising creativity in the B2B sector, creativity must be identified as a relevant construct that likely influences business m

13、anagers during their decision-making process. To do influences and collective objectives (e.g., family) that guide organizational buying decisions (e.g., buying center). So why would we expect individuals to behave diffe

14、rently in a professional context than we expect in a social context? The following quote summarizes the individual versus organization perspective well, albeit from a narrower advertising perspective: “committees don'

15、;t view ads, people do” (Bellizzi, Minas, Brown, Zablah, Bellenger, Homburg, Klarmann, Mudambi, 2002). These authors investigated the role of corporate and/or product branding in influencing organizational decision ma

16、king and found that three situational factors can make buying center participants more sensitive to the effects of marketing. These factors are purchase importance, purchase complexity, and purchase uncertainty. Purchase

17、 importance is defined as the relative importance of the purchase to other types of purchases and its perceived impact on the overall organization (Stump Michell, King, & Reast, 2001). This in turn may make the mana

18、ger open to the influence of psychological differentiators, such as emotional and image-based content, which are important components of marketing communications (Gilliland & Johnston, 1997). Some emotions, like trus

19、t, peace of mind, and security, can increase customer engagement, build customer relationships, and lead to competitive differentiation (Lynch & de Chernatony, 2004). Such content has increasingly been found in B2B m

20、arketing communications. For example, emotion-based headlines were found in as many as 40% of B2B advertisements (Cutler & Javalgi, 1994) and emotional appeals were found in 30% of tweets, which was actually 6% highe

21、r than the number of functional appeals (Swani et al., 2014). When used appropriately, emotional content can increase brand awareness and brand attitudes, which help brands enter managers' evoked and consideration se

22、ts, as was the instance with B2B product placements found in well-liked movies (Lord & Gupta, 2010).Thus there appears to be growing evidence, and even acceptance, that managers involved in the organizational buying