Can media neutrality limit creative potential? How advertising’s use of ideation templates fares across media

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

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  • The creative ideas represented by templates impose real limits and introduce trade-offs.
  • Knowing what ideation technique works better on which medium will go a long way in meeting the demands of clients.
  • Storytelling techniques, such as extreme consequence—which exaggerates the benefit of the product or service—are not adaptable to all media and are more suitable for television.
  • In assigning briefs to creative teams, creative managers should consider the appropriateness of team members’ creative expertise and skill sets for client-specific product and brand categories.
  • Future research needs to understand better the...

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