AKSU Journal of Communication Research (AJCR)

Abstract
This study was motivated on the strength of finding out the outcome of creative and innovative advertising in Akwa Ibom State. These aspects of advertising bring creativity and innovation to the advertising space, encouraging persuasive messages and creative designs from advertising practitioners to sway clients. The study examined if creative and innovative advertising had positive or negative outcome on clients. The research questions were to find out the extent exposure to creative advertising was responsible for negative advertising outcome and whether issues in innovative advertising were responsible for positive advertising outcome. This research was anchored on technological determinism theory, with the questionnaire used as instrument to data collection. The sample size was 200 respondents being advertising practitioners in Akwa Ibom State. Data obtained reveals that 58% of respondents acknowledged the effect of creative designs in driving positive outcomes of advertising messages. Additionally, 56% of respondents opined that their exposure to creative advertising did not experience any negativity. Findings from the study reveal that advertising practitioners and clients exposed to advertising messages did not get negative outcomes to messages advertised. Findings also show that creative and innovative advertising were responsible for positive advertising outcomes experienced by respondents in the study area. It was recommended that, advertising practitioners should be creative and integrate innovation in their advertising messages.