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...