How should marketers define creativity?


Defining what “creativity” is, and how it adds to the impact of advertising, remain open questions for marketers, according to a paper published in the Journal of Advertising Research (JAR).

Arthur J. Kover, Fordham University professor emeritus and a former JAR editor-in-chief, explored a series of unsolved queries about advertising creativity in the latest issue of the journal.

“Just what ‘creativity’ is, and how it makes an impact, long has vexed researchers in the fields,” Kover writes. “When pushed hard, most would say, ‘I really can’t explain it, but I know it when I see it.’

“Perhaps that’s the best ‘partial’ answer, but that ‘flash of intuition’ depends on who is exposed to the advertising … Or, in other words, the success of creativity depends on the audience as well as the art.”

Bron en volledig bericht: Warc