“The quantification of creativity in advertising is an ongoing challenge that seems to remain just beyond the grasp of proper marketing research,” writes John B. Ford, Editor in Chief in the Journal of Advertising Research.
The good news is that both academics and practitioners around the world are “closing the gap between execution and evaluation,” and the Journal’sMarch issue demonstrates the breadth of that progress.
Authors in Australia, New Zealand, Sweden and the U.S., representing four of the published works on advertising creativity and strategy, explained what they learned from their research questions:
Why do great creative ideas get rejected? How do creative ideation processes affect external assessments?
Six-second TV commercials: What can (and can’t) they deliver?
How does communicating passion in advertising (like, “We love what we do!”) shape people’s product and brand evaluations?
How do advertising and promotional effects drive consumer service/restaurant sales?