TY - JOUR
T1 - Creative performance in professional advertising development
T2 - The role of ideation templates, consumer insight, and intrinsic motivation
AU - Tevi, Alexander
AU - Parker, John
AU - Koslow, Scott
AU - Ang, Lawrence
PY - 2024/10/31
Y1 - 2024/10/31
N2 - To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.
AB - To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.
KW - Advertising creativity
KW - Advertising development
KW - Ideation techniques
KW - Templates
UR - http://www.scopus.com/inward/record.url?scp=85208044303&partnerID=8YFLogxK
U2 - 10.1007/s11747-024-01063-4
DO - 10.1007/s11747-024-01063-4
M3 - Article
AN - SCOPUS:85208044303
SN - 0092-0703
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
ER -