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Journal of Applied Sciences

Year: 2010 | Volume: 10 | Issue: 4 | Page No.: 349-353
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Authors

Sahal Ali Al-Marwai

Sreenivasan Jayashree

Keywords

Research Article

Strategic Advantages of Creative Advertising Modes-A Saudi Arabian Perception

Sahal Ali Al-Marwai and Sreenivasan Jayashree
This study examined the concept of innovative advertising and its benefits. It also aimed to determine the extent to which creative advertising methods are used in Saudi Arabia by advertisers. An often overlooked fact is that the selection of the correct advertising mode could spell the difference between having a million people buying a product or none at all. Many commercial organizations are known to manufacture highly efficient and comprehensive products but they so often omit to use proper advertising techniques in order to promote their product to the mass community. These companies end up using traditional advertising techniques like television, newspaper, radio or magazine advertising or some other kind uneventful or mundane advertising mode that does not appeal at all to consumers. Many consumers are starting to grow incensed and irritated by traditional advertising modes that they tend to avoid these advertisements because of the fact that they find these advertisements annoying and irritating and it would take more than a television advertisement to convince the consumer to purchase a product or service, no matter how good it is. This research would make an analysis of the perceptions of Saudi Arabian consumers in relation to traditional and creative advertising modes and to determine which mode is preferred. The strategic advantages of creative modes of advertising would also be outlined comprehensively and its viability for use in the 21st century would be critically appraised. This research confirmed the fact that traditional advertising modes are not favored by a large majority of people in Saudi Arabia and these persons are understood to have preference for more creative advertising modes.
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