Factors Influencing Innovation in Advertisement: A Study on the Perspective of Bangladesh Market
The research has been conducted to find out the factors affecting the advertising creativity in the context of Bangladesh. The research is a Conclusive Causal Research, where we tried to find factors influencing advertising creativity in the Bangladeshi market. The study was conducted through an online questionnaire survey as well as face to face interview with the hardcopy of the questionnaire, both of which involved 210 participants. An in-depth analysis was run through SPSS V25.0 to analyze the acquired data. It was found that Motivation and Divergence greatly influences Innovation in Advertisement, however, the Bangladeshi market does not intend to follow the global Trend. In addition to this, we proposed what the customer base of the market demands when it comes to brand promotions, and how they perceive the recent changes as well as what makes the promotional campaigns innovative. It was found that the younger customers tend to be more inclined towards the uniqueness, novelty, and originality of today’s advertisements, while they do not indulge in being included in the campaigns. Moreover, with the industry being more competitive and diverse, the work environment is expected to be more challenging as well as rewarding that will bring out the creativity out of the marketers.