代理公司创意对广告效果的影响——市场环境的调节作用

本文研究了广告效果受不同程度的市场动态和竞争强度调节时，代理公司创意对广告效果的影响。我们采访了中国的广告主和与之匹配的代理公司的创意团队，从中获得了所需数据。本次研究揭示了代理公司创意、市场环境和广告效果三者之间的复杂关系。代理公司创意对广告效果有着正面的影响，而过度创意则会产生负面效应。与竞争强度低、市场动态高的环境相比，代理公司创意在竞争强度高、市场动态低的环境下能发挥更大的影响力。本文将在理论和管理层面给出暗示，为未来的广告创意调查指明方向。

This study examines the effect of agency creativity on campaign outcomes as moderated by different levels of market dynamism and competitive intensity. Using data from matched interviews of advertisers and creative teams in China, the study reveals the complicated relations among agency creativity, market conditions, and campaign outcomes. The impact of agency creativity on campaign outcomes is positive but the impact of excessive creativity is negative, and agency creativity is more powerful in high rather than low competitive intensity and in low rather than in high market dynamism. Theoretical and managerial implications as well as directions for future advertising creativity research are derived from findings of the study.