Advertising copywriters, in common with other craftspeople, seemingly work without theories,
even though their work exhibits insights about consumer motivation and behavior. This …

The conflict between the creators of advertising and the advertising managers responsible
for its effectiveness has long been a problem within the advertising industry. The main …

Advertising creatives are often characterised in terms of stereotypes such as genius or
maverick. Relatively few studies have focused on the complexities and contradictions that face …

This paper examines and compares definitions of advertising creativity held by samples of
New York agency practitioners and members of the television-viewing public. Specifically, the …

Examined among 150 men and 154 women whether overall attitudes toward advertising
affect involvement with specific advertisements. The time Ss used to view 12 nontest …

A study was conducted to determine if creatives professionals and television viewers respond
similarly to a number of commercials. Four of the 12 commercials presented were winners …

Professor Arthur Kover is a scholar in the field of advertising creativity. Kover spent 23 years
in advertising agencies, including J. Walter Thompson; Foote, Cone & Belding; and NW Ayer…

The communication gap between academic and practitioner marketing researchers is
explored; its source is traced to differences in career patterns of the two branches of the field. …

The theoretical framework introduced by Rossiter and Percy in 1987 meant to help advertisers
predict and plan for advertising effectiveness was evaluated. The Rossiter and Percy …

The effects of the satiation and congruence of power words such as' new'and'improved'on
the effectiveness of advertisements was investigated. Low-satiation-low-congruence, low-…