Subject Index
 

In this article, James Aitchison, Managing Editor of WARC.com, reports on the WARC Creativity in Advertising Conference 2008. It covers topics including how to approach creativity, engaging with digit ...

The Discovery team at Ogilvy embarked on a journey in the streets, markets and homes of China to discover how creative ordinary people were. This article is a short account, with examples, of what the ...

This article discusses what constitutes a promotional 'big idea'. A true big idea changes how people feel or believe, by creating a connection with them in the head (in terms of awareness and talkabil ...

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-dire ...

Charles Young, founder and CEO of Ameritest, discusses the role of film editing on our perception and understanding of movies and TV commercials - especially how 'long' they appear to be. He then desc ...

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnog ...

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and co ...

Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting `beauty' in a new way, which would make women feel good about how they ac ...

Spike Cramphorn, chairman of add+impact, addresses the contentious issue of whether advertising 'originality' contributes to purchase intent. Using evidence collated from add+impact® studies since 19 ...

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall str ...

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency. The difference has nothing to do with the truth ex ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

In this edition of ‘Best Practice’, Roderick White discusses what advertising ‘creativity’ is and how to recognise and manage it. Although central to client and agency needs, creativity is an elusive ...

Drew Neisser, who co-founded Renegade Marketing Group in 1993 to find fresh approaches to age-old marketing problems, discusses creativity. Answering a number of questions he argues that innovative pr ...

Anthony Tasgal looks at the cultural and scientific heritage of insight, in an attempt to gain a deeper understanding of the meaning of the term. He then outlines some principles and guidelines for cr ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

Jonathan Clark, co-founder of Clark McKay and Walpole, uses many practical examples to illustrate the importance of using insight and creativity when communicating with market segments. He argues th ...

The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context. Findings are reported from a series of extensive in-depth i ...

Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can ...

It is human nature to rebel against unremitting success, however justified the evidence. The harder it is sold, the more it is questioned. Politicians and brand marketers constantly fail to grasp this ...

This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender inf ...

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief. It cover ...

Developing creative solutions for kids brands is far from simple. Displaying an attitude usually reserved for nourishing meals, children will reject most of what is put in front of them. In this artic ...

In this article the authors trace the changes in relationships to brands from the era of 'unique selling proposition', through 'emotional selling proposition' to the present 'participatory brand relat ...

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that curr ...

In this controversial article Shaun McIlrath paints a depressing picture of creative agencies and claims they are intellectually bankrupt with no vision of the future. He asserts there is little diff ...

This article is a version of a speech originally given at the Marketing Forum. In it Paul Twivy makes a plea for true creativity to be used in brand development. He quotes Arthur Koestler - 'creativ ...

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind g ...

The purpose of the study was to ascertain whether advertising professionals judge advertising creativity in the same way as the general public, and whether demographic variables significantly affect j ...