The role of creative strategies in enhancing consumer interaction with new product video advertising

Purpose: This study explores the inverted U-shaped relationship between the number of creative strategies (NCS) and consumer response to new products as incrementally new products (INPs) and really new products (RNPs). Design/methodology/approach: Leveraging a dataset of 757 digital video advertisements from six prominent technology-driven companies, content analysis and hierarchical polynomial regression were employed to explore the relationship between the NCS and consumer responses, considering product newness. Findings: The results reveal a highly significant inverted U-shaped relationship between NCS and consumer response. The turning point of the inverted U-shaped function was 3.204. This relationship holds for both types of new product: INP and RNP. In addition, product newness negatively affects consumer responses. Based on this research, this study found that technology-driven new product video advertisements use more information and argument types of creative strategies. In addition, compared to INP, RNP video ads use more command and habit-starting creative strategies. Research limitations/implications: Further research on the effect of the combination of multiple creative strategies on consumer responses can help advertisers design an effective advertisement. Practical implications: Advertisers can determine the best mix of creative strategies based on the type of new product. Originality/value: This study confirms that the impact of NCS on consumer responses is not a simple linear relationship. When the three creative strategies are implemented, consumers’ positive reactions reach their maximum value.