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How Does Consumer Insight Support The Leap to a Creative Idea?

Inside the Creative Process: Shifting the Advertising Appeal from Functional to Emotional

John Parker, Scott Koslow, Lawrence Ang, Alexander Tevi
DOI: 10.2501/JAR-2020-012 Published 1 March 2021
John Parker
Macquarie University,
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  • For correspondence: john.parker@mq.edu.au
Scott Koslow
Macquarie University,
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  • For correspondence: scott.koslow@mq.edu.au
Lawrence Ang
Macquarie University,
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  • For correspondence: lawrence.ang@mq.edu.au
Alexander Tevi
Newcastle University,
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  • For correspondence: alexander.tevi@newcastle.ac.uk
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Abstract

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap. Insight gives creative staff a license to develop emotional advertising that connects with consumers. Insight works by priming creative staff toward a human truth that holds an inherent tension that an attribute or benefit of the brand can resolve. Some primes are better than others, however. The best ones have strong insight. For this study, an experiment was performed with 60 working creative professionals who developed creative advertising ideas under three treatment conditions: a strong insight, a weak one, and a no-primed-insight control. Although the knowledge domains creative professionals used in executions appeared similar across the three conditions, providing insight led to more emotional appeals rather than functional ones, especially when primed with a strong insight.

  • Received May 19, 2018.
  • Received (in revised form) June 30, 2019.
  • Accepted August 20, 2019.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 1

Journal of Advertising Research: 61 (1)
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How Does Consumer Insight Support The Leap to a Creative Idea?
John Parker, Scott Koslow, Lawrence Ang, Alexander Tevi
Journal of Advertising Research Mar 2021, 61 (1) 30-43; DOI: 10.2501/JAR-2020-012

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How Does Consumer Insight Support The Leap to a Creative Idea?
John Parker, Scott Koslow, Lawrence Ang, Alexander Tevi
Journal of Advertising Research Mar 2021, 61 (1) 30-43; DOI: 10.2501/JAR-2020-012
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