Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning

Douglas C. West; Arthur J. Kover; Albert Caruana

doi:10.2753/JOA0091-3367370403

Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning

Douglas C. West, Arthur J. Kover, Albert Caruana

Marketing : King's Business School

Research output: Contribution to journal › Article › peer-review

88 Citations (Scopus)

Abstract

This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of subjects was found. Explanations and insights are offered and implications are discussed.

Original language	English
Pages (from-to)	35-45
Number of pages	11
Journal	JOURNAL OF ADVERTISING
Volume	37
Issue number	4
DOIs	https://doi.org/10.2753/JOA0091-3367370403
Publication status	Published - 2008

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title = "Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning",

abstract = "This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of subjects was found. Explanations and insights are offered and implications are discussed.",

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AB - This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of subjects was found. Explanations and insights are offered and implications are discussed.

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Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning

Abstract

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