Future Directions for Advertising Creativity Research

REFERENCES

• Althuizen, Niek (2017), “Communicating a Key Benefit Claim Creatively and Effectively through Five Conveyor Properties,” Psychology & Marketing, 34 (1), 5–18.
   Web of Science ®Google Scholar
• Amabile, Teresa M. (1996), Creativity in Context: Update to the Social Psychology of Creativity, London: Routledge.
   Google Scholar
• Ang, Swee Hoon, Yih Hwai Lee, and Siew Meng Leong (2007), “The Ad Creativity Cube: Conceptualization and Initial Validation,” Journal of the Academy of Marketing Science, 35 (2), 220–32.
   Web of Science ®Google Scholar
• Ang, Swee Hoon, Siew Meng Leong, Yih Hwai Lee, and Seng Lee Lou (2014), “Necessary But Not Sufficient: Beyond Novelty in Advertising Creativity,” Journal of Marketing Communications, 20 (3), 214–30.
   Google Scholar
• Angell, Robert J., and Catherine Angell (2013), “More Than Just ‘Snap, Crackle, and Pop’: ‘Draw, Write, and Tell’: An Innovative Research Method with Young Children,” Journal of Advertising Research, 53 (4), 377–90.
   Web of Science ®Google Scholar
• Åström, Jenny-Maria, Karim Carroum Sanz, Sofia Lena Hagström, Andreu Safont Bagué, João Pedro Teles Estima (2017), “David against Goliath: How Creative Communication Helps Small Advertising Agencies Survive in a Market Led by Giant Agencies,” International Journal of Business and Economic Sciences Applied Research, 10 (3), 18–46.
   Google Scholar
• Barker, Richie (2018), “Creatives Talk Technology: Exploring the Role and Influence of Digital Media in the Creative Process of Advertising Art directors and Copywriters,” Media Practice and Education, published electronically July 30, doi:10.1080/25741136.2018.1464741.
   Google Scholar
• Bilby, Julie, Mike Reid, and Linda Brennan (2016), “The Future of Advertising in China: Practitioner Insights into the Evolution of Chinese Advertising Creativity,” Journal of Advertising Research, 56 (3), 245–58.
   Web of Science ®Google Scholar
• Bogart, Leo, B. Stuart Tolley, and Frank Orenstein (1970), “What One Little Ad Can Do,” Journal of Advertising Research, 10 (4), 3–13.
   Web of Science ®Google Scholar
• Bruce, Norris I., B.P.S. Murthi, and Ram C. Rao (2017), “A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement,” Journal of Marketing Research, 54 (2), 202–18.
   Web of Science ®Google Scholar
• Burgers, Christian, Elly A. Konijn, Gerard J. Steen, and Marlies A.R. Iepsma (2015), “Making Ads Less Complex, Yet More Creative and Persuasive: The Effects of Conventional Metaphors and Irony in Print Advertising,” International Journal of Advertising, 34 (3), 515–32.
   Web of Science ®Google Scholar
• Chang, Chingching (2014), “When New Commercials Do Not Meet Expectations,” Journal of Advertising, 43 (4), 359–70.
   Web of Science ®Google Scholar
• Chen, Jiemiao, Xiaojing Yang, and Robert E. Smith (2016), “The Effects of Creativity on Advertising Wear-In and Wear-Out,” Journal of the Academy of Marketing Science, 44 (3), 334–49.
   Web of Science ®Google Scholar
• Csikszentmihalyi, Mihaly (1999), “Implications for a Systems Perspective for the Study of Creativity,” in Handbook of Creativity, R.J. Sternberg, ed., New York, NY: Cambridge University Press, 313–35.
   Google Scholar
• Dahlén, Micael, Sara Rosengren, and John Karsberg (2018), “The Effects of Signaling Monetary and Creative Effort in Ads: Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors,” Journal of Advertising Research, 58 (4), published electronically March 15, doi:10.2501/JAR-2018-013.
   Web of Science ®Google Scholar
• Diamond, Adele (2013), “Executive Functions,” Annual Review of Psychology, 64, 135–68.
   PubMed Web of Science ®Google Scholar
• El-Murad, Jaafar, and Douglas C. West (2004), “The Definition and Measurement of Creativity: What Do We Know?,” Journal of Advertising Research, 44 (2), 188–201.
   Web of Science ®Google Scholar
• Ford, Cameron M. (1996), “A Theory of Individual Creative Action in Multiple Social Domains,” Academy of Management review, 21 (4), 1112–42.
   Web of Science ®Google Scholar
• Gatti, Lorenzo, Marco Guerini, Oliviero Stock, and Carlo Strapparava (2015), “Mocking Ads through Mobile Web Services,” Computational Intelligence, 31 (4), 669–83.
   Web of Science ®Google Scholar
• Gibson, Lawrence D. (1996), “What Can One TV Exposure Do?,” Journal of Advertising Research, 36 (2), 9–19.
   Web of Science ®Google Scholar
• Guilford, Joy Paul (1968), Intelligence, Creativity, and Their Educational Implications, San Diego, CA: R.R. Knapp
   Google Scholar
• Han, Kyoo-Hoon, and Jieun Kim (2017), “Utility of Advertising for Creativity Education: An Experimental Study Targeting School Children,” International Journal of Advertising, 36 (3), 439–56.
   Web of Science ®Google Scholar
• Hartnett, Nicole, Rachel Kennedy, Byron Sharp, and Luke Greenacre (2016), “Creative That Sells: How Advertising Execution Affects Sales,” Journal of Advertising, 45 (1), 102–12.
   Web of Science ®Google Scholar
• Hennessey, Beth A., and Teresa M. Amabile (2010), “Creativity,” Annual Review of Psychology, 61 (1), 569–98.
   PubMed Web of Science ®Google Scholar
• Johar, G.V., M.B. Holbrook, and B.B. Stern (2001), “The Role of Myth in Creative Advertising Design: Theory, Process, and Outcome,” Journal of Advertising, 30 (2), 1–25.
   Web of Science ®Google Scholar
• Jones, John P. (1995), “Single-Source Research Begins to Fulfill Its Promise,” Journal of Advertising Research, 35 (3), 9–17.
   Web of Science ®Google Scholar
• Kasof, Joseph (1995), “Explaining Creativity: The Attributional Perspective,” Creativity Research Journal, 8 (4), 311–66.
   Web of Science ®Google Scholar
• Kennedy, Rachel, and Bruce McColl (2012), “Brand Growth at Mars, Inc: How the Global Marketer Embraced Ehrenberg’s Science with Creativity,” Journal of Advertising Research, 52 (2), 270–76.
   Web of Science ®Google Scholar
• Kilgour, Mark, and Scott Koslow (2009), “Why and How Do Creative Thinking Techniques Work? Trading Off Originality and Appropriateness to Make More Creative Advertising,” Journal of the Academy of Marketing Science, 37 (3), 298–309.
   Web of Science ®Google Scholar
• Koppman, Sharon (2016), “Different Like Me: Why Cultural Omnivores Get Creative Jobs,” Administrative Science Quarterly, 61 (2), 291–331.
   Web of Science ®Google Scholar
• Koslow, Scott, Sheila L. Sasser, and Edward A. Riordan (2003), “What Is Creative to Whom and Why? Perceptions in Advertising Agencies,” Journal of Advertising Research, 43 (1), 96–110.
   Web of Science ®Google Scholar
• Kover, Arthur J. (1970), “Creativity and Structure in Advertising Agencies,” doctoral dissertation, Yale University.
   Google Scholar
• Kover, Arthur J (1995), “Copywriters’ Implicit Theories of Communication: An Exploration,” Journal of Consumer Research, 21 (4), 596–611.
   Web of Science ®Google Scholar
• Kover, Arthur J (2016), “Advertising Creativity: Some Open Questions,” Journal of Advertising Research, 56 (3), 235–37.
   Web of Science ®Google Scholar
• Kübler, Raoul V., and Dennis Proppe (2012), “Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?,” Business Research, 5 (1), 60–81.
   Google Scholar
• Lee, Vincie P.Y., and Kong W. Lau (2018), “A New Triadic Creative Role for Advertising Industry: A Study of Creatives’ Role Identity in the Rise of Social Media Advertising,” Creative Industries Journal, 11 (2), 137–57.
   Google Scholar
• Lehnert, Kevin, Brian D. Till, and Brad D. Carlson (2013), “Advertising Creativity and Repetition: Recall, Wear-Out, and Wear-In Effects,” International Journal of Advertising, 32 (2), 211–31.
   Web of Science ®Google Scholar
• Lehnert, Kevin, Brian D. Till, and Jose Miguel Ospina (2014), “Advertising Creativity: The Role of Divergence versus Meaningfulness,” Journal of Advertising, 43 (3), 274–85.
   Web of Science ®Google Scholar
• Leung, Vivienne S.Y., and Anna N.N. Hui (2014), “A Recent Look: Creative Professionals’ Perceptions of Creativity in Hong Kong,” Services Marketing Quarterly, 35 (2), 138–54.
   Google Scholar
• Lynch, Jacqueline, and Douglas C. West (2017), “Agency Creativity: Teams and Performance,” Journal of Advertising Research, 57 (1), 867–81.
   Web of Science ®Google Scholar
• Madrigal, Robert, and Jesse King (2017), “Creative Analogy As a Means of Articulating Incongruent Sponsorships,” Journal of Advertising, 46 (4), 521–35.
   Web of Science ®Google Scholar
• Mallia, Karen L., Kasey Windels, and Sheri J. Broyles (2013), “The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director,” Journal of Advertising, 53 (3), 339–53.
   Web of Science ®Google Scholar
• Modig, Erik, Micael Dahlén, and Jonas Colliander (2014), “Consumer-Perceived Signals of ‘Creative’ versus ‘Efficient’ Advertising: Investigating the Roles of Expense and Effort,” International Journal of Advertising, 33 (1), 137–54.
   Web of Science ®Google Scholar
• Modig, Erik, and Sara Rosengren (2013), “More Than Price? Exploring the Effects of Creativity and Price in Advertising,” in Advances in Consumer Research, vol. 41, Simona Botti and Aparna Labroo, eds., Duluth, MN: Association for Consumer Research, 373–77.
   Google Scholar
• O’Connor, Huw, Mark Kilgour, and Scott Koslow (2018), “Drivers of Creativity within Advertising Agencies: How Structural Configuration Can Affect and Improve Creative Development,” Journal of Advertising Research, 58 (2), 202–17.
   Web of Science ®Google Scholar
• O’Connor, Huw, Scott Koslow, Mark Kilgour, and Sheila L. Sasser (2016), “Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies,” Journal of Advertising, 45 (1), 147–55.
   Web of Science ®Google Scholar
• Parker, John, Lawrence Ang, and Scott Koslow (2018), “The Creative Search for an Insight in Account Planning: An Absorptive Capacity Approach,” Journal of Advertising, 47 (3), 237–54.
   Web of Science ®Google Scholar
• Pentina, Iryna, Veronique Guilloux, and Anca Cristina Micu (2018), “Exploring Social Media Engagement Behaviors in the Context of Luxury Brands,” Journal of Advertising, 47 (1), 55–69.
   Web of Science ®Google Scholar
• Qiao, Fei, and W. Glenn Griffin (2016), “A Content Analysis of Experimental Technologies in Award-Winning Creative Strategies,” Journal of Interactive Advertising, 16 (2), 145–56.
   Google Scholar
• Reid, Leonard N., Karen Whitehill King, and Denise E. DeLorme (1998), “Top-Level Agency Creatives Look at Advertising Creativity Then and Now,” Journal of Advertising, 27 (2), 1–16.
   Web of Science ®Google Scholar
• Roca, David, Daniel Tena, Patrıcia Lazaro, and Alfons Gonzalez (2016), “Is There Gender Bias When Creative Directors Judge Advertising? Name Cue Effect in Ad Evaluation,” International Journal of Advertising, 35 (6), 1008–23.
   Web of Science ®Google Scholar
• Roca, David, Bradley Wilson, Andres Barrios, and Omar Munoz-Sánchez (2017), “Creativity Identity in Colombia: The Advertising Creatives’ Perspective,” International Journal of Advertising, 36 (6), 831–51.
   Web of Science ®Google Scholar
• Romaniuk, Jenni (2012), “Lifting the Productivity of TV Advertising: Nothing Matters More Than the Brand. Nothing,” Journal of Advertising Research, 52 (2), 146–48.
   Web of Science ®Google Scholar
• Rosengren, Sara, and Niklas Bondesson (2014), “Consumer Advertising As a Signal of Employer Attractiveness,” International Journal of Advertising, 33 (2), 253–69.
   Web of Science ®Google Scholar
• Rosengren, Sara, Micael Dahlén, and Erik Modig (2013), “Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser?,” Journal of Advertising, 42 (4), 320–30.
   Web of Science ®Google Scholar
• Round, Heather, and Alexander Styhre (2017), “Reality Bites: Managing Identity Ambiguity in an Advertising Agency,” Creative Innovation Management, 26 (2), 202–13.
   Web of Science ®Google Scholar
• Runco, Mark A., and Robyn E. Charles (1993), “Judgments of Originality and Appropriateness as Predictors of Creativity,” Personality and Individual Differences, 15 (5), 537–46.
   Web of Science ®Google Scholar
• Runco, Mark A., and Garrett J. Jaeger (2012), “The Standard Definition of Creativity,” Creativity Research Journal, 24 (1), 92–96.
   Web of Science ®Google Scholar
• Sasser, Sheila L., and Scott Koslow (2008), “Desperately Seeking Advertising Creativity: Engaging an Imaginative ‘3Ps’ Research Agenda,” Journal of Advertising, 37 (4), 5–20.
   Web of Science ®Google Scholar
• Sasser, Sheila L., and Scott Koslow (2012), “Passion, Expertise, Politics, and Support Creative Dynamics in Advertising Agencies,” Journal of Advertising, 41 (3), 5–17.
   Google Scholar
• Sasser, Sheila L., Scott Koslow, and Mark Kilgour (2013), “Matching Creative Agencies with Results-Driven Marketers: Do Clients Really Need Highly Creative Advertising?,” Journal of Advertising Research, 53 (3), 297–312.
   Web of Science ®Google Scholar
• Scott, Ginamarie, Lyle E. Leritz, and Michael D. Mumford (2004), “The Effectiveness of Creativity Training: A Quantitative Review,” Creativity Research Journal, 16 (4), 361–88.
   Web of Science ®Google Scholar
• Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–62.
   Web of Science ®Google Scholar
• Stathopoulou, Anastasia, Laurence Borel, and George Christodoulides, and Douglas West (2017), “Consumer-Branded Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?,” Psychology & Marketing, 34 (4), 448–62.
   Web of Science ®Google Scholar
• Steinhart, Yael (2012), “All That Glitters Is Not Gold: The Dual Effect of Activation Technique in Advertising,” Marketing Letters, 23 (1), 195–208.
   Web of Science ®Google Scholar
• Sternberg, Robert J., and Todd I. Lubart (1996), “Investing in Creativity,” American Psychologist, 51 (7), 677–88.
   Web of Science ®Google Scholar
• Stuhlfaut, Mark W., and Bruce G. Vanden Bergh (2014), “Creativity Is …: A Metaphoric Model of the Creative Thought Process,” Journal of Marketing Communications, 20 (6), 383–96.
   Google Scholar
• Stuhlfaut, Mark W., and Kasey Windels (2015), “The Creative Code: A Moderator of Divergent Thinking in the Development of Marketing Communications,” Journal of Marketing Communications, 21 (4), 241–59.
   Google Scholar
• Tevi, Alexander, and Scott Koslow (2018), “How Rhetoric Theory Informs the Creative Advertising Development Process: Reconciling Differences between Advertising Scholarship and Practice,” Journal of Advertising Research, 58 (2), 111–28.
   Web of Science ®Google Scholar
• Till, Brian D., and Daniel W. Baack (2005), “Recall and Persuasion: Does Creative Advertising Matter?,” Journal of Advertising, 34 (3), 47–57.
   Web of Science ®Google Scholar
• Torrance, Ellis P. (1974), Torrance Tests of Creative Thinking, Lexington, MA: Personnel Press.
   Google Scholar
• Turnbull, S., and C. Wheeler (2017), “The Advertising Creative Process: A Study of UK Agencies,” Journal of Marketing Communications, 23 (2), 176–94.
   Google Scholar
• Vaughan, Kelly, Virginia Beal, and Jenni Romaniuk (2016), “Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization Across Six Advertising Awareness Measures,” Journal of Advertising Research, 56 (3), 311–20.
   Web of Science ®Google Scholar
• Wang, Guangping, Wenyu Dou, Hairong Li, and Nan Zhou (2013), “Advertiser Risk Taking, Campaign Originality, and Campaign Performance,” Journal of Advertising, 42 (1), 42–53..
   Web of Science ®Google Scholar
• West, Douglas (1999), “360° of Creative Risk: An Agency Theory Perspective,” Journal of Advertising Research, 39 (1), 39–50.
   Google Scholar
• Stuhlfaut, Mark W., Albert Caruana, and Kannika Leelapanyalert (2013), “What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows,” Journal of Advertising Research, 53 (3), 324–38.
   Web of Science ®Google Scholar
• Stuhlfaut, Mark W., George Christodoulides, and Jennifer Bonhomme (2018), “How Do Heuristics Influence Creative Decisions at Advertising Agencies? Factors That Affect Managerial Decision Making When Choosing Ideas to Show the Client,” Journal of Advertising Research, 58 (2), 189–201.
   Web of Science ®Google Scholar
• White, Alisa, and Bruce L. Smith (2001), “Assessing Advertising Creativity Using the Creative Product Semantic Scale,” Journal of Advertising Research, 41 (6), 27–34.
   Web of Science ®Google Scholar
• Young, Charles E. (2000), “Creative Differences between Copywriters and Art Directors,” Journal of Advertising Research, 40, (3), 19–26.
   Web of Science ®Google Scholar