An Empirical Study On The Impact Of Creative Elements Dissemination To Creative Marketing

“The era of creativity has come; nothing is more powerful than the creativeidea!”---HugoWith the continuous development of market economy, the promotion ofinformation technology, and the development of intellectual industries,creativity has become a relatively independent and increasingly importantproduction factor, and it has begun as an independent form of commodity. Atthe same time, for the invisible and other features of innovative make thecreative marketing different from traditional product marketing, emergence aseries of creative difficulties such as the creative theft, serious paradoxinformation of creative dissemination. So in order to achieve creativemarketing under the protection of intellectual knowledge, what strategy ofmarketing communication should be taken is an important practical issue.Creative elements by the system image as the way to show the value ofcreativity, which is protecting and respecting for the create value of creativepeople effectively because of not fully reveal the overall creative ideainformation. While the creative elements, as the important information sourcefor creative users, which makes great important dissemination role to thecreative marketing.Therefore, analysis the impact of creative elementsdissemination to creative marketing effectiveness is a very practical research,it is necessary to study and discuss systematically.Base on the scientific theories such as creative economy, marketingtheory, advertising theory and media psychology, this passage sorted out thecore study and involves three variables: creative element, demand fits andconsumer attitudes. Beside the concept, dimensions and measurements ofvariables are described respectively, and the influential mechanism of creativeelements to creative marketing effectiveness is expounded, a preliminarymodel is constructed and relevant assumptions are proposed as well. In the empirical research part, due to the special nature of creativity, thispassage applies the form of psychological experiments, and two experimentsare applied in order to make evidence that is more convincing. These are giftquestionnaires of creative elements marketing experimental and ventureproject questionnaires of creative elements marketing experimental. In detail,this passage processes and analyzes the data using structural equation modeltechnology, along with SPSS18.0and LISREL8.70software. Finally, we getthe following conclusion: the creative source, images symbols and impressionsof scenes by the three elements creative elements does exist effectivepromotion to the creative marketing, but the role of each element are different.Demands fit including the explicit and implicit dimensions, for the explicitdemand fit is defining and curing, for the implicit demand fit is reminding andstimulating. The direct effect of creative elements communication on consumerattitudes is not obvious, but through the intermediary--demands fit caneffectively achieve the impact of attitudes. And the impact of cognitive,affective and behavioral attitude are all conspicuous to explicit demand.Inother words, the direct communication of element form is limited, it shouldcombined with other ways to create customer needs, better results will beachieved.