Understanding creative service: a qualitative study of the advertising problem delineation, communication and response

Lester W. Johnson and Railton Hill

The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context.

Understanding Creative Service: A Qualitative Study Of The Advertising Problem Delineation, Communication And Response (APDCR) Process

Railton Hill Swinburne University of TechnologyLester W. Johnson Mt Eliza Business School

INTRODUCTION

Kalasunas (1985) said that, 'Basically, what clients want from agencies is creative, is advertising itself, the advertising product...The other services an agency offers are clearly secondary'. The focus of this study is the provision of the creative advertising ideas that underpin subsequent executions ultimately presented...

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