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200612 https://hdl.handle.net/2286/R.2.N.200612 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2025-05 48 pages Kruk, Alexandria Gray, Nancy Navarro, Maria Barrett, The Honors College Department of Marketing Creative effectiveness is essential to successful marketing, merging innovation with strategy for impact. My thesis explores how novelty, combined with other creative aspects, enhances consumer engagement, brand recognition, and campaign performance. Using case studies, industry insights, and interviews, l analyze how agencies can leverage creativity to drive results. Ultimately, my research provides an actionable framework for optimizing marketing and advertising effectiveness. Creative Effectiveness Creativity Marketing Advertising Creative Effectiveness In Marketing and Advertising