Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns

Sasser, Sheila L.; Koslow, Scott; Riordan, Edward A.

doi:10.2501/s0021849907070286

Cited by 47 publications

(27 citation statements)

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“…More researchers, however, have manipulated variables at a broader level, such as by (1) increasing the variety of media (Sasser, Koslow, and Riordan 2007); (2) evaluating the balance between the dimensions of novelty, meaningfulness, and connectedness (Ang and Lee 2007); (3) developing methods of associative thinking (Reid 1978); (4) improving the input of information (Burke and Rangaswamy 1990); (5) comparing the effectiveness of divergent and convergent thinking (Kilgour and Koslow 2009); (6) varying levels of extrinsic motivation (Toubia 2006); (7) using causal analysis to develop more compelling advertising arguments (Marsh 2007); (8) improving the segmentation of perceived benefits (Hooley 1982); (9) varying the levels of generative or efficiency criteria by which ad concepts were evaluated (Lonergan, Scott, and Mumford 2004); (10) making the desired results of the advertising more real through the forecasting of their implication (Lonergan et al 2004).…”

Section: The Creative Processmentioning

confidence: 99%

Creativity is …: A metaphoric model of the creative thought process

Stuhlfaut

Bergh

2012

Journal of Marketing Communications

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Section: The Creative Processmentioning

confidence: 99%

Creativity is …: A metaphoric model of the creative thought process

Stuhlfaut

Bergh

2012

Journal of Marketing Communications

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“…Recently, the merging of advanced marketing and advertising channels with more traditional communication media has altered the fabric of IMC (Sasser et al, 2007;Zigmond and Stipp, 2010), more specifically with regard to measuring ongoing and real-time 'interactive' buyer-seller relationships (Schultz and Patti, 2009;Hipperson, 2010;Acker et al, 2011). Interactive IMC has not only impacted the way marketers communicate with customers and prospects, but has also placed greater value on bringing together multiple data touchpoints, media and messages to deliver personalized marketing communications that maximize return on investment (Swain, 2004;Micu et al, 2011;Abdul-Muhmin, 2012).…”

Section: Introductionmentioning

confidence: 99%

A hierarchical IMC data integration and measurement framework and its impact on CRM system quality and customer performance

Peltier¹,

Zahay

Krishen³

2013

J Market Anal

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As a Consultant, he regularly works with businesses on how to incorporate customer data in the marketing decision process, including new product development, customer-centric strategies and tactics, and marketing communications. Debra Zahayis an Associate Professor of Interactive Marketing at Northern Illinois University, where she heads the Interactive Marketing Program. She holds her Doctorate in Marketing from the University of Illinois. She researches how firms manage customer information for competitive advantage.ABSTRACT Marketers and advertisers seek to get close to customers through data analytics procedures that allow for the measurement of personalized messages delivered across multiple communication touchpoints. This article tests a hierarchical integrated marketing communications data integration framework that utilizes customer information (transactional, demographic and psychographic) to develop personalized communication and communication campaigns distributed across multiple interactive customer touchpoints. Our model posits that by using basic customer data we can increase the priority for collecting other types of data needed to get close to customers. Our findings show that customer data needs are hierarchically ordered and that the sequential interaction between these variables impacts customer relationship management system quality and measurement of performance.

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“…"Advertising creativity" may be described as the process of developing and producing creative advertisements (El-Murad and West, 2004;Reid, King, and DeLorme, 1998;Sasser, Koslow, and Riordan, 2007). From an output perspective, creativity is the "big idea" behind any advertisement or campaign (Hill and Johnson, 2003;Rossiter, 2008).…”

Section: Introductionmentioning

confidence: 99%

Agency Creativity: Teams and Performance

Lynch¹,

West²

2017

JAR

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AUTHORS' BIOSJacqueline Lynch is a principal lecturer, department of marketing and business strategy, Westminster Business School, University of Westminster. Her research interests include marketing and logistics, creativity in marketing, and creativity in marketing education. Before making the transition to academia, Lynch ran her own consultancy business and held senior marketing positions across a range of companies, including Nationwide Building Society, British Telecom, and HFC Bank. DouglasWest is a professor of marketing at King's College London and visiting fellow of Kellogg College, University of Oxford. His research interests include creativity, decision making, marketing budgeting, and risk, and he has published widely on marketing and marketing communications. West is formerly executive editor of the Journal of Advertising Research and continues as contributing editor. ABSTRACTAgency creativity is a product of team efforts where members interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multidisciplinary approach, the authors of the current paper proposed a conceptual model that links teams' knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, the model also builds on the idea that creativity is a multidimensional construct. The framework is presented to act as a catalyst upon which to build future empirical research on the nature of team creativity within advertising agencies. MANAGEMENT SLANT Team knowledge utilization in agencies is a key resource for agency creativity and performance and needs careful management.  Agencies with strong relational ties have better access to data and consumer insight and have the potential to produce more radical creativity. However, this is contingent on market conditions for the brand.2

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Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns

Cited by 47 publications

References 0 publications

Creativity is …: A metaphoric model of the creative thought process

Creativity is …: A metaphoric model of the creative thought process

A hierarchical IMC data integration and measurement framework and its impact on CRM system quality and customer performance

Agency Creativity: Teams and Performance

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