RT Journal Article
SR Electronic
T1 Matching Creative Agencies With Results-Driven Marketers
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 297
OP 312
DO 10.2501/JAR-53-3-297-312
VO 53
IS 3
A1 Sheila Lucy Sasser
A1 Scott Koslow
A1 Mark Kilgour
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/3/297.abstract
AB Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns. So, when is highly creative advertising really needed, and when is it most appropriate? Why are clients “risk averse” as they avoid taking chances when times are good and should “breakthrough” advertising air during good and bad times? Copy testing and the impact of organizational politics on creative campaigns are key factors. The client's openness to new ideas was examined as a conditional variable across 1,125 advertising campaigns reported by 408 advertising agency subjects.