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dc.contributor.authorKoslow, Scott
dc.contributor.authorSasser, Sheila L.
dc.contributor.authorRiordan, Edward A.
dc.date.accessioned2008-08-15T04:58:14Z
dc.date.available2008-08-15T04:58:14Z
dc.date.issued2003
dc.identifier.citationKoslow, 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.en_US
dc.identifier.issn0021-8499
dc.identifier.urihttps://hdl.handle.net/10289/948
dc.description.abstractThe 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.en_US
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.relation.urihttp://journals.cambridge.org/action/displayJournal?jid=JARen_US
dc.rightsThis article is published in the Journal of Advertising Research. Copyright © 1960-2003, The ARF.en_US
dc.titleWhat is creative to whom and why? Perceptions in advertising agenciesen_US
dc.typeJournal Articleen_US
dc.identifier.doi10.1017/S0021849903030113en_US
dc.relation.isPartOfJournal of Advertising Researchen_NZ
pubs.begin-page96en_NZ
pubs.elements-id29547
pubs.end-page110en_NZ
pubs.issue1en_NZ
pubs.volume43en_NZ


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