Abstract
When you order a drink at your local juice bar, you notice that the flexing part of the straw has a picture of a woman who is holding her hands up. As you flex the straw, the woman bends backwards. This is a clever ad for a yoga center that also presents the link to its website. To what extent do consumers talk about such creative advertising? And what do they say about it? Do they mention the brand name, or focus only on the clever execution? Research has shown that creative media advertising, of which the drinking straw is an example, may have a positive effect on consumers’ attitudes and brand recall (Dahlén et al. 2009). But do creative media also lead to an increase in word of mouth? And to what extent is this word of mouth linked to the brand itself?
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Eelen, J., Seiler, R. (2016). Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand). In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_23
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