Presentaci - PowerPoint PPT Presentation

Loading...

PPT – Presentaci PowerPoint presentation | free to download - id: 1174a4-YjM2Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Presentaci

Description:

A 'winning creative idea', one that stands out from the croad and is memorable, ... in the Study of Creativity', in Handbook of Creativity, Plenum, New York, 1989. ... – PowerPoint PPT presentation

Number of Views:36
Avg rating:3.0/5.0
Slides: 13
Provided by: jorgede
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Presentaci


1
RESEARCH IN ADVERTISING CREATIVITY IN THE JOURNAL
OF ADVERTISING (1972-2006). Jorge del Río
Pérez Jrio_at_unav.es
University of Navarra
2
Creativity plays a pivotal role in the
advertising process, so much so that it is
commonplace to develop agencies around the
creative genius of a single person.
KLEBBA, Joanne M. and TIERNEY, Pamela,
Advertising Creativity A review and Empirical
Investigation of External Evaluation, Cognitive
Style and Self-Perceptions of Creativity,
Journal of Current Issues and Research in
Advertising, Vol. XVII, nº 2, 1995, p. 33.
University of Navarra
3
A winning creative idea, one that stands out
from the croad and is memorable, can have
enormous impact on sales. Researchers have
estimated that a winning creative idea can
generate a sales increase of up to five times,
controlling for the same budget, product,
distribution, and other marketing effords.
Winning creative ideas are also important for
their afect on the hiring and firing of
advertising agencies and in helping agencies win
creative awards ()
WEST, Douglas C., 360 of Creative Risk, Journal
of Advertising Research, Vol. 39, nº 1,
January/February 1999, p. 39.
University of Navarra
4
It is enigmatic, therefore, that creativity
research has not drawn equivalent attention in
the advertising literature.
REID, Leonard N. and MORIARTY, Sandra E.,
Ideation A Review of Research, Current Issues
and Research in Advertising, nº 1, 1983,
pp.119-134
Why?
University of Navarra
5
It is possible that the research process is
encumbered by situation specific definitions of
creativity.
?
MUMFORD, M. D. and GUSTAFSON, S. B., Creativity
syndrome Integration, application, and
innovation, Psychological Bulletin, nº 103,
1987, pp. 27-43.
123
VanGUNDY, A. B., Organizational Creativity and
Innovation. In S.G. Isaken (Ed.), Frontiers of
Creativity Research Beyond the Basis, Bearly
Limited, Buffalo, 1987.
() the unobservable nature of the creative act.
() the diversity of creative output .
HOCEVAR, Dennis and BACHELOR, Patricia A.
Bachelor (1989). Taxonomy and Critique of
Measurements Used in the Study of Creativity, in
Handbook of Creativity, Plenum, New York, 1989.
University of Navarra
6
The complex organizational environment that
surrounds advertising creativity.
?
KLEBBA, Joanne M. and TIERNEY, Pamela,
Advertising Creativity A review and Empirical
Investigation of External Evaluation, Cognitive
Style and Self-Perceptions of Creativity,
Journal of Current Issues and Research in
Advertising, Vol. XVII, nº 2, 1995, p. 33.
45
REID, Leonard N. and MORIARTY, Sandra E.,
Ideation A Review of Research, Current Issues
and Research in Advertising, nº 1, 1983,
pp.119-134
() many advertising professionals and educators
tend to assume that ideas come by magic (or
osmosis) and prefer to relegate ideation on the
realm of the mysterious.
University of Navarra
7
From the very beginning, Journal of Advertising
authors understood and paid homage to the pivotal
role that creativity plays in advertising. For
example, in the first five years of JA
(1972-1976), 10 of the 111 articles published
(9.0 ) explicity discussed the topic of
creativity in advertising. However, the next 15
years saw only five more article (1.4 of the
total) published on creativity. What can explain
this sudden drop in interest?
ZINKHAN, George M., Creativity in Advertising
Creativity in the Journal of Advertising,
Journal of Advertising, Vol.XXII, nº 3, 1993, pp.
1-3.
University of Navarra
8
Of the 920 articles published in the Journal of
Advertising over the course of 35 years, only
1.41 focused on advertising creativity.
RESEARCH AND RESULTS
University of Navarra
9
Evolution of Articles on Creativity in Journal of
Advertising
University of Navarra
10
Scientific Production on Advertising Vs.
Production on Creativity
University of Navarra
11
The conclusion to be drawn is obvious
advertising creativity, despite its importance in
education and the profession, has never been an
issue of priority interest in research on
advertising

CONCLUSIONS
12
The material presented here leads to the
conclusion that there is much to be done within
this field of study, because, as Zinkhan stated
in the introduction above, and as has been shown,
the study of advertising creativity has not
provoked sufficient research interest.
University of Navarra
12
Thankyou very much
University of Navarra
About PowerShow.com