Desperately seeking advertising creativity engaging an imaginative "3Ps" research agenda

Sheila L. Sasser, Scott Koslow

Research output: Contribution to journalArticle

90 Citations (Scopus)

Abstract

An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.

Original languageEnglish
Pages (from-to)5-19
Number of pages15
JournalJournal of Advertising
Volume37
Issue number4
DOIs
Publication statusPublished - Dec 2008
Externally publishedYes

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