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What Is Creative to Whom and Why? Perceptions in Advertising Agencies

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  • Koslow, Scott
  • Sasser, Sheila L.
  • Riordan, Edward A.

Abstract

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations.

Suggested Citation

  • Koslow, Scott & Sasser, Sheila L. & Riordan, Edward A., 2003. "What Is Creative to Whom and Why? Perceptions in Advertising Agencies," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 96-110, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:96-110_03
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    Cited by:

    1. Ebru Gozukara, 2016. "Beyond the Expected Activities: The Role of Impulsivity between Emotional Intelligence and Employee Creativity," International Business Research, Canadian Center of Science and Education, vol. 9(3), pages 143-153, March.
    2. Mazerant, Komala & Willemsen, Lotte M. & Neijens, Peter C. & van Noort, Guda, 2021. "Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 15-31.
    3. Brito, Pedro Quelhas & Pratas, Joaquim, 2015. "Tourism brochures: Linking message strategies, tactics and brand destination attributes," Tourism Management, Elsevier, vol. 48(C), pages 123-138.
    4. Chukwuemeka Chris Mbah & Chibuike Basil Nwatu & Ozoemena Christian Okafor, 2018. "Using Creativity Tools to Achieve Advertising effectiveness in Organizations," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 887-901, July.
    5. Becker, Maren & Gijsenberg, Maarten J., 2023. "Consistency and commonality in advertising content: Helping or Hurting?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 128-145.
    6. Hemonnet-Goujot, Aurélie & Kessous, Aurélie & Magnoni, Fanny, 2022. "The effect of sustainable product innovation on the consumer–luxury brand relationship: The role of past identity salience," Journal of Business Research, Elsevier, vol. 139(C), pages 1513-1524.

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