2003, English, Article, Journal or magazine article edition: What is creative to whom and why? Perceptions in advertising agencies Koslow, Scott; Sasser, Sheila L; Riordan, Edward A

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Bookmark: https://trove.nla.gov.au/version/177437756
Physical Description
  • journal article
Published
  • World Advertising Research Center, 2003
Language
  • English

Edition details

Title
  • What is creative to whom and why? Perceptions in advertising agencies
Author
  • Koslow, Scott
  • Sasser, Sheila L
  • Riordan, Edward A
Other Contributors
  • Macquarie University. Department of Marketing and Management
Published
  • World Advertising Research Center, 2003
Physical Description
  • journal article
Summary
  • 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.
  • 15 page(s)
Language
  • English
Related Resource
Identifier
  • mq:17758
  • ISSN:0021-8499
  • mq-rm-2011004464
  • mq_res-ext-2-s2.0-24644505418

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