RT Journal Article SR Electronic T1 Can Media Neutrality Limit Creative Potential? JF Journal of Advertising Research JO J Advert Res FD WARC SP 312 OP 328 DO 10.2501/JAR-2018-040 VO 59 IS 3 A1 Alexander Tevi A1 Scott Koslow A1 John Parker YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/3/312.abstract 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.