Even bad clients deserve quality advertising: using the templates creative ideation technique to overcome the limitations of client quality

Tevi, A. ORCID: 0000-0002-4993-7406, Koslow, S. and Parker, J., 2019. Even bad clients deserve quality advertising: using the templates creative ideation technique to overcome the limitations of client quality. In: 18th International Conference on Research in Advertising 2019 (ICORIA 2019), IMC University of Applied Sciences Krems, Krems, Austria, 27-29 June 2019.

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Abstract

This paper examines how ideation techniques like the Templates method (Goldenberg, Mazursky and Solomon 1999) can overcome the limitations of poor client quality and low intrinsic motivation so to produce highly creative outcomes. We present a 2 X 4 experiment manipulating client quality and ideation techniques respectively, involving 207 working creatives in major agencies in South Africa and Nigeria. Each creative was asked to develop two ads in response to a hypothetical brief. Creatives’ self-reports were analysed using ANOVA and showed not all ideation techniques work in all client situations. The Unification template overcomes motivational limitations in situations of a poor quality client. Alternatively, the Metaphor template works well on average, little known client. The Extreme consequences template does not work well in either situation.

Item Type: Conference contribution
Creators: Tevi, A., Koslow, S. and Parker, J.
Date: June 2019
Identifiers:
NumberType
1241915Other
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 02 Dec 2019 11:58
Last Modified: 02 Dec 2019 11:59
URI: http://irep.ntu.ac.uk/id/eprint/38687

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