Abstract
This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of Subjects was found. Explanations and insights are offered and implications are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 35-45 |
| Number of pages | 11 |
| Journal | Journal of Advertising |
| Volume | 37 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 1 Jan 2008 |