This study provides a comprehensive assessment of the impact of Advertising Creative Strategy (ACS) on advertising elasticity, founded on an integrative framework which distinguishes between the Function (content) and the Form (execution) of an advertising creative. Function is evaluated using a three-dimensional representation of content (Experience, Affect, Cognition), whereas the representation of Form accounts for both executional elements and the use of creative templates. The distinction between Function and Form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as Focus, or the extent of the emphasis on a specific content dimension, and Variation i.e., changes in content and execution over time. The empirical application focuses on a Dynamic Linear Model analysis of 2251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings suggest that in terms of Function, experiential content has the biggest effect on elasticity, followed by cognitive and affective content. Function and Form produce synergies that can be leveraged by advertisers to increase returns. Finally, Focus, Variation and the use of templates increase advertising elasticity.

本研究基于区分广告创意的功能（内容）和形式（执行）的综合框架，对广告创意策略 (ACS) 对广告弹性的影响进行了全面评估。功能是使用内容的 3D 表示（体验、情感、认知）来评估的，而 Form 的表示则考虑了执行元素和创意模板的使用。功能和形式之间的区别允许研究内容和执行之间的潜在协同作用，以前在文献中没有说明。ACS 框架还有助于计算综合指标，这些指标捕捉创意策略的整体方面，例如焦点，或对特定内容维度的强调程度，变化，即内容和执行随时间的变化。实证应用侧重于对 16 个消费品类别中的 91 个品牌的 2251 个电视广告创意进行动态线性模型分析。研究结果表明，在功能方面，体验内容对弹性的影响最大，其次是认知和情感内容。功能和形式产生协同效应，广告商可以利用这些协同效应来增加回报。最后，Focus、Variation 和模板的使用增加了广告的弹性。体验内容对弹性的影响最大，其次是认知内容和情感内容。功能和形式产生协同效应，广告商可以利用这些协同效应来增加回报。最后，Focus、Variation 和模板的使用增加了广告的弹性。体验内容对弹性的影响最大，其次是认知内容和情感内容。功能和形式产生协同效应，广告商可以利用这些协同效应来增加回报。最后，Focus、Variation 和模板的使用增加了广告的弹性。