Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies

O’Connor, Huw; Koslow, Scott; Kilgour, Mark; Sasser, Sheila L.

doi:10.1080/00913367.2015.1085821

Cited by 22 publications

(13 citation statements)

References 37 publications

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“…The managerial implications of these findings are noteworthy. A formal testing of advertising can encourage more original and creative work, although it is typically used judiciously rather than regularly (O’Connor et al , 2016). One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying.…”

Section: Discussionmentioning

confidence: 99%

Impairment effects of creative ads on brand recall for other ads

Jin

Kerr

Suh

2019

EJM

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Purpose The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists. Design/methodology/approach Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined. Findings Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions. Research limitations/implications Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects. Practical implications One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising. Originality/value This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.

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Section: Discussionmentioning

confidence: 99%

Impairment effects of creative ads on brand recall for other ads

Jin

Kerr

Suh

2019

EJM

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“…In brief, our results suggest that multiple characteristics of client"s profile have to be taken into account in order to understand whether an ordinary client or a lead user is more likely to support innovation in advertising services. In this respect, we contribute also to address an open and unsolved debate in literature as to the potential influence of "sophisticated" clients on collaborative innovation (Urban and Von Hippel 1988;Verganti 2003;Koslow et al 2006;O"Connor et al 2016). In addition, we align with more recent research underlining the importance of deepening our understanding about how different lead user"s characteristics affect the contribution given to service innovation, recognizing that the lead user concept cannot be applied equally in all contexts and that their potential role can also be not necessarily supportive to innovation (Schuhmacher and Kuester 2012).…”

Section: Discussionmentioning

confidence: 99%

Exploring Role and Characteristics of Clients in Promoting (or Hindering) Advertising Agencies’ Multidimensional Innovation

Mazur¹,

Marasco²,

Izzo³

et al. 2020

IJBSS

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Service literature has recognized the important role of customers' characteristics for successful innovation and is increasingly emphasizing the contribution of lead users. However, few studies have analyzed this issue with reference to advertising and other creative services, especially because of the difficulties in defining innovation in these industries, by capturing its complex nature. Through a large-scale survey on European advertising agencies, we provide empirical evidence of a multidimensional nature of innovation in these services, which can be better promoted by clients embodying some attributes rather than others. Indeed, our results identify three clusters, which differ for the clients' innovation enabling characteristics and their potential roles in promoting agency's innovation: the Dominant lead users; the Expert lead users; the Ordinary clients. We acknowledge the role of lead users in advertising and contribute to literature highlighting when they can be conducive to agency's innovation or be detrimental to it.

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“…On the contrary, a very appropriate work that lacks originality is run-of-the mill, me-tooish. There is usually a trade-off between originality and appropriateness (Kilgour and Koslow 2009;O'Connor et al 2016), the two components of creative outcome (Koslow, Sasser and Riordan 2006;Runco and Jaeger 2012).…”

Section: Introductionmentioning

confidence: 99%

How Rhetoric Theory Informs the Creative Advertising Development Process

Tevi¹,

Koslow²

2018

JAR

Self Cite

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This paper explores rhetoric theory as a comprehensive theory of the advertising development process. It compares the five canons of rhetoric with the stages in the advertising development process to explore the possibility of finding parallels between them. Close examination and comparison suggest there are parallels. It goes further to examine whether the generative mechanisms of each canon have explanations for strategies employed in its equivalent stage in the advertising development process. To explore fully, principles extracted from rhetoric theory and a model developed from it subsequently found support in advertising practice and findings from advertising research. The theory states that the principles of rhetoric must undergird strategies in the advertising development process before persuasiveness can be guaranteed. This is the "big picture" perspective which the theory proffers for both research and practice.

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Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies

Cited by 22 publications

References 37 publications

Impairment effects of creative ads on brand recall for other ads

Impairment effects of creative ads on brand recall for other ads

Exploring Role and Characteristics of Clients in Promoting (or Hindering) Advertising Agencies’ Multidimensional Innovation

How Rhetoric Theory Informs the Creative Advertising Development Process

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