Risk and Creativity in Advertising

References

• Alvesson , M. 1998 . Gender relations and identity at work: A case study of masculinities and femininities in an advertising agency . Human Relations , 51 ( 8 ) : 969 – 1005 .
   Web of Science ®Google Scholar
• Arch , E. 1993 . Risk taking: A motivational basis for sex differences . Psychological Reports , 73 : 3 – 11 .
   Web of Science ®Google Scholar
• Armstrong , J.S. and Overton , T.S. 1997 . Estimating Non-response Bias in Mail Surveys . Journal of Marketing Research , 14 August : 396 – 402 .
   Web of Science ®Google Scholar
• Baalbaki , I.B. and Malhotra , N.K. 1995 . Standardization versus Customization in International Marketing: an Investigation Using Bridging Conjoint Analysis . Journal of the Academy of Marketing Science , 23 ( 3 ) : 182 – 194 . (Summer)
   Google Scholar
• Belch , G.E. and Belch , M.A. 1998 . Advertising and Promotion, an Integrated Marketing Communications Perspective International Edition, 4e, Irwin McGraw-Hill
   Google Scholar
• Belch , G.E. and Belch , M.A. 2001 . Advertising and Promotion, an Integrated Marketing Communications Perspective International Edition, 5e, Irwin McGraw-Hill
   Google Scholar
• Bell , J.A. 1992 . Creativity, TV Commercial Popularity, and Advertising Expenditures . International Journal of Advertising , 11 ( 2 ) : 165 – 173 .
   Google Scholar
• Bogart , L. , Tolley , S. and Orenstein , F. 1970 . What One Little Ad Can Do . Journal of Advertising Research , 10 ( 4 ) : 3 – 13 .
   Web of Science ®Google Scholar
• Bowman , E.H. 1980 . A Risk/Return Paradox for Strategic Management . Sloan Management Review , : 17 – 31 .
   Google Scholar
• Broadbent , S. 1995 . Best Practice in Campaign Evaluation , London : Institute of Practitioners in Advertising .
   Google Scholar
• Carrigan , M. and Szmigin , I. 1999 . In pursuit of youth: What’s wrong with the older market? . Marketing Intelligence and Planning , 17 ( 5 ) : 222 – 230 .
   Google Scholar
• Cass , T. 1973 . Statistical Methods in Management , London : Cassell .
   Google Scholar
• Churchill , G.A. 1999 . Marketing Research: Methodological Foundations , Fort Worth : Dryden .
   Google Scholar
• Conrad , G.R. and Plotkin , I.H. 1968 . Risk/Return: U.S. Industry Pattern . Harvard Business Review , 46 ( 2 ) : 90 – 99 .
   Web of Science ®Google Scholar
• Cronbach , L.J. 1950 . Statistical Methods for Multi-Score Tests . Journal of Clinical Psychology , 6 : 21 – 25 .
   Web of Science ®Google Scholar
• Crosier , K. , Hernandez , A. , Mohabir-Collins , S. and Erdogan , B.Z. 1999 . The Risk of Collateral Damage in Advertising Campaigns . Journal of Marketing Management , 15 : 837 – 855 .
   Google Scholar
• Csikszentmihalyi , M. 1988 . “ Society, culture, and person: A systems view of creativity ” . In The Nature of Creativity , Edited by: Sternberg , R. 325 – 339 . Cambridge : Cambridge University Press .
   Google Scholar
• Csikszentmihalyi , M. 1998 . Creativity: Flow and the Psychology of Discovery and Invention , New York : Harper Collins .
   Google Scholar
• El-Murad , J. 2002 . “ The Relationship between Risk Attitude and Advertising Creativity ” . In DBA Thesis Henley Management College/Brunei University
   Google Scholar
• Fiegenbaum , A. and Thomas , H. 1988 . Attitudes Toward Risk and the Risk-Return Paradox: Prospect Theory Explanations . Academy of Management Journal , 31 ( 1 ) : 85 – 106 .
   Web of Science ®Google Scholar
• Field , A. 2000 . Discovering Statistics using SPSS for Windows , London : Sage .
   Google Scholar
• Fletcher , W. 22nd March 1995 . “ Creative Advertising - is it or ain’t it what it used to be? ” . In Address to Marketing Society 22nd March ,
   Google Scholar
• George , D. and Mallory , P. 2000 . SPSS for Windows , Massachusetts : Allyn and Bacon .
   Google Scholar
• Gibson , L. 1996 . What Can One TV Exposure Do? . Journal of Advertising Research , March/April : 9 – 17 .
   Web of Science ®Google Scholar
• Greenfeld , K.T. 1999 . Life on the Edge . Time Magazine , September 6th : 55 – 62 .
   Google Scholar
• Grey , R.J. and Gordon , G.G. 1978 . Risk Taking Managers: Who Gets the Top Jobs? . Management Review , (Nov)
   Google Scholar
• Gross , I. 1967 . “ An Analytical Approach to the Creative Aspects of Advertising ” . In Unpublished PhD Thesis , Cleveland : Case Institute of Technology . cited in Gross (1972)
   Google Scholar
• Gross , I. 1972 . The Creative Aspects of Advertising . Sloan Management Review , 14 ( 1 ) : 83 – 109 .
   Google Scholar
• Hair , J.F. , Anderson , R.E. , Tatham , R.L. and Black , W.C. 1998 . Multivariate Data Analysis , 5e , New Jersey : Prentice-Hall .
   Google Scholar
• Jacoby , J. and Kaplan , L. The Components of Perceived Risk . Proceedings of the 3rd Annual Conference of the Association for Consumer Research . Chicago . Edited by: Venkatesan , M. pp. 382 – 393 .
   Google Scholar
• Jones , J.P. 1990 . Ad Spending: Maintaining Market Share . Harvard Business Review , January/February : 38 – 42 .
   PubMed Web of Science ®Google Scholar
• Jones , J.P. 1995 . Single Source Research Begins to Fulfil its Promise . Journal of Advertising Research , 35 ( 3 ) : 9 – 16 .
   Web of Science ®Google Scholar
• Kahneman , D. and Tversky , A. 1979 . Prospect Theory: An Analysis of Decision Making Under Risk . Econometrica , 47 ( 2 ) March : 263 – 288 .
   Web of Science ®Google Scholar
• Kendrick , A. , Slayden , D. and Broyles , S.J. 1996 . Real Worlds and Ivory Towers: A Survey of Top Creative Directors . Journalism and Mass Communication Educator , 51 ( Summer ) : 63 – 74 .
   Google Scholar
• Kover , A.J. , Goldberg , S.M. and James , W.L. 1995 . Creativity vs. Effectiveness?, An Integrating Classification for Advertising . Journal of Advertising Research , November/December : 29 – 40 .
   Web of Science ®Google Scholar
• Lant , T.K. and Montgomery , D.B. 1987 . Learning From Strategic Success and Failure . Journal of Business Research , 15 : 503 – 517 .
   Web of Science ®Google Scholar
• Lee , D.Y. 1991 . “ Firms’ Advertising Budget In Relation To Performance, Reference Point and Risk Attitude ” . In PhD Thesis , University of Pennsylvania .
   Google Scholar
• Levinthal , D. and March , J. 1981 . A Model of Adaptive Organisational Search . Journal of Economic Behavior and Organisation , 2 : 307 – 333 .
   Web of Science ®Google Scholar
• Miller , R. 1998 . When did you last wear the jeans? . Goodtimes , December/January : 28 – 31 .
   Google Scholar
• Mitchell , V.-W. 1992 . Organizational Risk Perception and Reduction: A Literature Review . British Journal of Management , 6 : 115 – 133 .
   Google Scholar
• Moriarty , S.E. and Vanden Bergh , B.G. 1984 . Advertising Creatives Look at Creativity . Journal of Creative Behaviour , 18 : 162 – 174 . (3rd Quarter)
   Web of Science ®Google Scholar
• O’Connor , G.C. , Willemain , T.R. and MacLachlan , J. 1996 . The Value of Competition among Agencies in Developing Ad Campaigns: Revisiting Gross’s Model . The Journal of Advertising , XXV ( 1 ) Spring
   Google Scholar
• Osborn , R.N. and Jackson , D.H. 1988 . Leaders, riverboat gamblers, or purposeful unintended consequences in the management of complex dangerous technologies . Academy of Management Journal , 31 : 924 – 947 .
   Web of Science ®Google Scholar
• Reid , L. , King , K. and DeLorme , D. 1998 . Top-level creatives look at advertising creativity then and now . Journal of Advertising , XXVII ( 2 ) Summer
   Google Scholar
• Rogers , S. 1995 . How to Create Advertising That Works . Journal of Business and Industrial Marketing , 10 ( 2 ) : 20 – 33 .
   Google Scholar
• Roselius , E. 1971 . Consumer Rankings of Risk Reduction Models . Journal of Marketing , 35 January : 56 – 61 .
   Web of Science ®Google Scholar
• Ruefli , T.W. 1991 . Reply to Bromiley’s Comment and Further Results: Paradox Lost Becomes Dilemma Found . Management Science , 37 ( 9 ) September : 1210 – 1215 .
   Web of Science ®Google Scholar
• Schroer , J.C. 1990 . Ad Spending: Growing Market Share . Harvard Business Review , January/February : 44 – 48 .
   PubMed Web of Science ®Google Scholar
• Sethi , R. , Smith , D.C. and Park , C.W. 2001 . Cross-Functional Product Development Teams, Creativity, and the Innovativeness of Consumer Products . Journal of Marketing Research , 38 Feb 73-85
   Web of Science ®Google Scholar
• Shimp , T.A. 2000 . Advertising Promotion, Supplemental Aspects of Integrated Marketing Communications , Fort Worth : Dryden .
   Google Scholar
• Silk , A.J. and Berndt , E.R. 1993 . Scale and Scope Effects on Advertising Agency Costs . Marketing Science , 12 ( 1 ) Winter
   Web of Science ®Google Scholar
• Sitkin , S.B. and Pablo , A.L. 1992 . Reconceptualizing the Determinants of Risk Behavior . Academy of Management Review , 17 ( 1 ) January : 9 – 38 .
   Web of Science ®Google Scholar
• Thaler , R.H. and Johnson , E. 1990 . Gambling with the house money and trying to break even: the effects of prior outcomes on risky choice . Management Science , 36 : 643 – 660 .
   Web of Science ®Google Scholar
• Thomas , V. and Wolfe , D.B. 1995 . Why won’t television grow up? . American Demographics , 17 ( 5 ) : 24 – 27 .
   PubMedGoogle Scholar
• Treguer, J. (1988), “French expert says advertisers ignore wealthiest market”, MediaAge Newsletter, presentation from Vienna Forum on “Mass Longevity - A Good Story?” http://www.mediaage.net (Accessed: 15 July 2001 ).
   Google Scholar
• Tversky , A. and Kahneman , D. 1986 . Rational Choice and the Framing of Decisions . Journal of Business , 59 ( 4, pt. 2 )
   Google Scholar
• Vakratsas , D. and Ambler , T. 1999 . How advertising Works: What do we Really Know? . Journal of Marketing , January
   Web of Science ®Google Scholar
• Vanden Bergh , B. , Reid , L. and Schorin , G. 1983 . How many creative alternatives to generate? . Journal of Advertising , 12 ( 4 )
   Google Scholar
• Vanden Bergh , B.G. , Smith , S.J. and Wicks , J.L. 1986 . Internal Agency Relationships: Account Services and Creative Personnel . Journal of Advertising , 15 ( 2 ) : 55 – 60 .
   Web of Science ®Google Scholar
• Wackman , D.B. , Salmon , C.T. and Salmon , C.C. 1986 . Developing an Advertising Agency-Client Relationship . Journal of Advertising Research , December/January 1987
   Web of Science ®Google Scholar
• Wehrung , D.A. , MacCrimmon , K.R. and Brothers , K.M. 1984 . Utility Assessment: Domains, Stability, and Equivalence Procedures . Infor , May 22 : 2 – 2 .
   Google Scholar
• West , D. 1993 . Cross-National Creative Personalities, Processes and Agency Philosophies . Journal of Advertising Research , 33 September/October : 53 – 62 .
   Web of Science ®Google Scholar
• West , D. and Shelton , D. 1998 . Taking Advertising Risks: The Case of Clerical Medical . Journal of Marketing Management , 14 : 251 – 272 . 4 May
   Google Scholar
• West , D. and Berthon , P. 1997 . Antecedents of Risk-Taking Behaviour by Advertisers: Empirical Evidence and Management Implications . Journal of Advertising Research , September : 27 – 40 .
   Web of Science ®Google Scholar
• White , J. and Miles , M. 1996 . The Financial Implications of Advertising as an Investment . Journal of Advertising Research , July/August
   Web of Science ®Google Scholar
• Yates , J.F. and Stone , E.R. 1992 . “ The Risk Construct ” . In Risk-Taking Behaviour , Edited by: Yates , J.F. 3 – 25 . Chichester : Wiley .
   Google Scholar