Desperately Seeking Advertising Creativity: Engaging an Imaginative "3Ps" Research Agenda

Level of Creativity and Attitudes Toward an Advertisement

“…Other critical factors for consideration by ad agency professionals included strategic backgrounds and sales revenue (West, Kover, & Caruana, 2008). On the other hand, it was clear that the clients valued creativity in ads; this finding indicated that their responses to creative ads were emotional ones (Sasser & Koslow, 2008).…”

“…Advertising agency professionals evaluated ads more critically and analytically, rather than emotionally or spontaneously (Chong, 2006). Ad agency professionals conduct campaigns based on current market situations, appropriate target audiences, and single-minded propositions (SMPs), according to Sasser and Koslow (2008). Therefore, creativity can be viewed as one among several required elements of an advertisement (Kim, Han, &Yoon, 2010).…”

“…Regarding the likeability of an ad and the advertised brand and product, many different factors have been investigated as essential, including types of media (Yang & Smith, 2009), uniqueness of the vehicle (Zhu & Meyers-Levy, 2005), length of commercials (Spence & Driver, 1998), advertising appeal (Shapiro & Krishnan, 2001), product characteristics (El-Murad & West, 2004), and brand awareness (Vanden Bergh & Stuhlfaut, 2006). In addition, the creativeness of an ad (Sasser & Koslow, 2008) and the roles of audience members as advertising professionals or regular consumers (Chong, 2006) were discussed as important factors in predicting individuals' attitudes toward an ad, a brand, and the product appearing in the ad.…”

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

“…Previous research showed that such a connection can be best realized when a particular ad causes an emotional or rational resonance (Lubart 2001) in the consumer. This resonance should enforce the connection between the viewer and the advertisement's message or at least the advertised product (Sasser and Koslow 2008). Previous research showed that this resonance can be best obtained when the creative idea is linked to a product specific and unique benefit that satisfies a certain need (Sternberg and Lubart 1999).…”

Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

“…The topic of gender bias on ad ideas has never been studied experimentally with advertising professionals to date. A new element is the use of creative practitioners as evaluators of ads, as done in previous literature related to advertising creativity evaluation (Koslow et al 2003, Sasser & Koslow 2008. Having the opinions of authentic creatives is very important, since young newcomers applying for entry levels positions in creative departments, are judged by their creative portfolio (Slayden et al 1998;McLeod 2011) and not by university grades, selling experience or recommendation letters, as is the case within other departments and industries.…”