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Parker, J., Koslow, S., Ang, L. and Tevi, A. 
ORCID: 0000-0002-4993-7406,
2020.
How does consumer insight support the leap to a creative idea inside the creative process: shifting the advertising appeal from functional to emotional.
Journal of Advertising Research, 60 (2).
ISSN 1740-1909
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Abstract
Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to "leap." We argue that insight gives creatives a license to develop emotional advertising that connects with consumers. An experiment is performed using 60 working creatives who developed creative advertising ideas under three treatment conditions; a strong insight, a weak one and a no primed insight control. Although the knowledge domains creatives use in executions appear similar across the three conditions, providing insight leads to more emotional appeals rather than functional ones, especially for strong insight.
| Item Type: | Journal article | ||||||
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| Alternative Title: | Consumer insight supports the "leap" to a creative idea by shifting the advertising appeal from functional to emotional | ||||||
| Publication Title: | Journal of Advertising Research | ||||||
| Creators: | Parker, J., Koslow, S., Ang, L. and Tevi, A. | ||||||
| Publisher: | World Advertising Research Center | ||||||
| Date: | 1 June 2020 | ||||||
| Volume: | 60 | ||||||
| Number: | 2 | ||||||
| ISSN: | 1740-1909 | ||||||
| Identifiers: |
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| Divisions: | Schools > Nottingham Business School | ||||||
| Record created by: | Jonathan Gallacher | ||||||
| Date Added: | 02 Dec 2019 13:36 | ||||||
| Last Modified: | 01 Dec 2021 03:00 | ||||||
| URI: | https://irep.ntu.ac.uk/id/eprint/38688 |
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