Advertising Creativity: Some Open Questions

This article asks questions about advertising creativity, investigating the link between creativity and effectiveness, and whether creativity is necessary in all advertising.

Advertising Creativity: Some Open Questions

Arthur J. Kover

Fordham University

Editor's Note

Professor Arthur Kover is a scholar in the field of advertising creativity. Kover spent 23 years in advertising agencies, including J. Walter Thompson; Foote, Cone & Belding; and N. W. Ayer. In this Speaker's Box, he asks a series of what he calls 'open questions' about advertising creativity, suggesting that researchers investigate the link between creativity and new media. Advertising's natural environment, Kover observes, is in a current state of flux given the impact of digital and new possibilities for interactivity replacing one-way communication. His essay begins with...

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