PT  - JOURNAL ARTICLE
AU  - Alexander Tevi
AU  - Scott Koslow
AU  - John Parker
TI  - Can Media Neutrality Limit Creative Potential?
AID  - 10.2501/JAR-2018-040
DP  - 2019 Sep 01
TA  - Journal of Advertising Research
PG  - 312--328
VI  - 59
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/59/3/312.short
4100  - http://www.journalofadvertisingresearch.com/content/59/3/312.full
SO  - J Advert Res2019 Sep 01; 59
AB  - This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media. Some 207 advertising professionals responded to a hypothetical brief with one print and one television advertisement. Self-reported results showed that ideas from two media-dependent techniques (unification and metaphor) worked well across media, whereas ideas from one message-dependent technique (extreme consequence) and the control condition did not. By their nature, however, media-dependent techniques make for less-consistent content across media, whereas message-dependent techniques have more consistent expressions across media. Campaign consistency and quality therefore trade off, limiting media neutrality.