Browsing by Author "Mustafa, Hazem"

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    The Effect of Advertising Creativity On Purchase Intention Applied On T.V Ads
    (MSA, 2022) Osama Abbas, Mohamed; Khaled, Nourhan; Walid, Seif Eldin; Mohamed Ali, Karim; Mustafa, Hazem
    Purpose: This research paper is aiming to study the relation between advertising creativity and its dimensions on purchase intention and its types. Methodology: The data was gathered from both primary data and secondary data, researchers reviewed previous articles studied outdoor advertising and they conducted in-depth interview with three industry experts to provide them with deep insight and information about outdoor advertising, also they conducted online questionnaire with 211 respondents from both genders to know their opinion about various outdoors elements and types, then they analysed the data throw SPSS program. Results: researchers have found that there is a positive relationship between advertising creativity and purchase intention. The results show that both of two ads is creative, and the novelty is the main demission that affect on purchase intention. Conclusion: the findings indicated that advertising agency have to use novelty, meaningfulness and connectedness to make creative ads. Those dimensions have a positive relationship toward purchase intention.