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      What is creative to whom and why? Perceptions in advertising agencies

      Koslow, Scott; Sasser, Sheila L.; Riordan, Edward A.
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      Koslow creative.pdf
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      DOI
       10.1017/S0021849903030113
      Link
       journals.cambridge.org
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      Koslow, S., Sasser, S. L., & Riordan, E. A. (2003). What is creative to whom and why? Perceptions in advertising agencies. Journal of Advertising Research, 43(01), 96-110.
      Permanent Research Commons link: https://hdl.handle.net/10289/948
      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.
      Date
      2003
      Type
      Journal Article
      Rights
      This article is published in the Journal of Advertising Research. Copyright © 1960-2003, The ARF.
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      • Management Papers [1125]
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