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The Fundamental Templates of Quality Ads

The Fundamental Templates of Quality Ads,Marketing Science

The Fundamental Templates of Quality Ads   (Citations: 7)
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Creative ideation is a highly complex process,which is dif- ficult to formalize and control. Evidently,even in a complex thinking context certain patterns of creativity may emerge. Relying on such observed patterns may help in "organizing" the creative process by promoting routes that have been proven to lead to productive ideas and avoiding those that do not. The present research suggests that successful advertise- ments share and are characterized by such abstract patterns termed creativity templates. The theoretical rationale for the emergence of such templates and the empirical studies that detect the key creativity templates underlying quality ads indicate that the templates are identifiable,objectively veri- fiable,and generalizable across multiple categories. Studies 1 and 2 were designed to identify and describe the templates. Six major creativity templates were derived by inference from a sample of 200 highly evaluated print ads drawn from award-winning ad contests such as The One Show (Study 1). Judges found that 89% of the ads could be explained by the six creativity templates. Following a formal description of the templates and their versions,a study comparing 200 award- winning and 200 nonwinning ads (Study 2) is reported. It was found that the two groups differed systematically in the number and distribution of creativity templates: 50% of the award-winning ads as opposed to only 2.5% of the nonwin- ning ads could be explained by the templates. Further vali- dation of the template approach was obtained by manipu- lating presence or absence of templates in an experimental setting. In Study 3 groups of individuals were trained in template-based idea generation,an association technique,or not trained at all,prior to an ad-ideation task. Another group subsequently rated the ideas. Findings indicate that a priori knowledge of the templates was associated with the gener- ation of higher quality ads in terms of creativity,brand atti- tude judgments,and recall (Study 4),with some variation in terms of feeling responses which included humor,emotion, and annoyance. The findings of the reported studies and several real-life applications conducted in leading ad agencies,indicate that the template taxonomy is a trainable,resource-saving,and effective tool. It simplifies and improves the decision-making process involved in designing advertising strategies. It can be applied either by hiring trained personnel employed by consulting firms,or by training the agency's own personnel to routinely evaluate past and current ads,and engage in creative activity. The template approach represents a step forward in defin- ing a comprehensive model of the antecedents of outcome reactions to advertising stimuli. Improved understanding of the wide spectrum of reactions connecting the basic tem- plates with end-user reactions is likely to be beneficial both
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    • ...(Goldenberg, Mazursky, and Solomon 1999; Smith et al. 2007) suggest that creativity in...
    • ...use of classification schemes and decision support systems (e.g. Goldenberg et al. 1999), or...
    • ...Goldenberg et al. (1999) introduced the concept of creativity templates, or...
    • ...We adopt the concept of creativity templates in advertisements by Goldenberg et al. (1999) and...

    Demetrios Vakratsas. Advertising Creativity and Strategic Theme Release

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