Arin Forstenzer & Trudy Thomason

The Definition and Measurement of Creativity: What Do We Know?by Jaafar El-Murad & Douglas C. West

Agenda Creativity and Advertising

The Creative Idea

What Do We Know About Advertising Creativity?

How Can We Measure it?

How Can Advertising Creativity Be Encouraged and Enhanced?

The Authors

Dr. Jaafar El-Muraad - Dept. Head of Marketing & Business Strategy at Westminister Business

School (London) Likes to scuba dive and research creativity in advertising, sustainability & ethics in advertising and

marketing

Dr. Douglas C. West Professor of Marketing at the University of Birmingham (UK) Executive Editor, Journal of Advertising Research Research Interests:

advertising agency management creativity and risk

Definition Varies by Context

Variety of Attributes “Originality” “Novelty” “Problem solving” “Appropriate” “Ability”

Creativity

Advertising Creativity

“Creativity is at once the least scientific aspect of advertising and the most important” (Reid, King and DeLorne, 1998)

“Advertising Creativity involves the conceptualization and production of an object from new or existing components in a novel way that is also relevant to the task in hand” (El-Murad and West, 2004)

Features of Successful Advertising Creativity:

Impact

Quality

Style

Relevance

Achieves specified objectives

The Creative Idea Effect on Sales and Agency Employment Random Process or Systematic Impact on Ad’s Effectiveness

“originality and imagination must operate within a goal-directed and problem-solving context”(Reid, King and DeLorne, 1998, p. 3)

4 Key Elements to Effective Creative Advertisements Originality Imagination Goal-Direction Problem Solving

Successful taglines have impact beyond their original intent

“A Diamond is Forever” -DeBeers

“When it Rains it Pours”-Morton Salt

“Always a Bridesmaid, Never a Bride” - Listerine

Taglines

Theories Primary Process Cognition Defocused Attention Associative Hierarchies

dominates literature flat vs. steep associative hierarchies

All three theories focus on the individual’s associative ability

“Investment Theory of Creativity”

Typologies

Rhodes: “(1) the creative person, who, by means of (2) the creative process produces (3) the creative product, in response to the macro/micro environment in which he or she is located...(4) the creative press”

Sternberg and Lubart (1999): seven approaches Mystical

Pragmatic

Psychodynamic

Psychometric

Cognitive**

Social-Personality*

Confluence

Measuring Creativity

Psychometric Tests

Tests of Divergent Thinking

Attitude & Interest Inventories

Personality Inventories

Biographical Inventories

Hocevar (1981) 10 categories of Classification, 2 Broad Categories

Expert OpinionTeacher Nominations

Peer Nominations

Supervisor Ratings

Judgment of Products

Eminence

Self-reported Creative Activities & Achievements

Measuring Advertising Creativity Panel of Industry Experts

Creative Personality Scale

One Show Advertising Creativity Awards highly coveted in the industry

TV commercial popularity

Expert Panel of Advertising Students

www.oneclub.com

Old Spice “The Man Your Man”

2010 One Show(Gold Pencil) Award Winner (Television :30-Single)

CLIO Award, 2010 (Bronze)- Direction

London International Awards-LIA, 2010 (Gold) for Cosmetics/Toiletries/Pharmaceuticals

London International Awards-LIA, 2010 (Gold) for Direction

AICP 2010 (Winner) for Humor

AICP 2010 (Winner) for Performance/Dialogue or Monologue

AICP 2010 (Winner) for Humor

New York Festivals World’s Best Advertising 2010 (Silver) for Cosmetics/Beauty Aids/Toiletries

http://www.youtube.com/watch?v=owGykVbfgUE

Enhancing & Encouraging Creativity Workplace Environment

Managerial Practices

Amabile (1998): Six factors that impact creativity

Nurture appropriate risk-taking

Encourage freedom within boundaries

Teams

Sternberg (2000): “10 Decisions”

Discussion Questions