Can media neutrality limit creative potential? Understanding advertising’s use of ideation templates fares across media

Tevi, A ORCID: https://orcid.org/0000-0002-4993-7406, Koslow, S and Parker, J, 2019. Can media neutrality limit creative potential? Understanding advertising’s use of ideation templates fares across media. Journal of Advertising Research, 59 (3). ISSN 0021-8499

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Abstract

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media. Some 207 advertising professionals responded to a hypothetical brief with one print and one television advertisement. Self-reported results showed that ideas from two media-dependent techniques (unification and metaphor) worked well across media, whereas ideas from one message-dependent technique (extreme consequence) and the control condition did not. By their nature, however, media-dependent techniques make for less-consistent content across media, whereas message-dependent techniques have more consistent expressions across media. Campaign consistency and quality therefore trade off, limiting media neutrality.

Item Type:	Journal article
Publication Title:	Journal of Advertising Research
Creators:	Tevi, A., Koslow, S. and Parker, J.
Publisher:	World Advertising Research Center
Date:	1 September 2019
Volume:	59
Number:	3
ISSN:	0021-8499
Identifiers:	Number Type 10.2501/jar-2018-040 DOI
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	15 Nov 2018 11:10
Last Modified:	22 Apr 2020 03:00
URI:	https://irep.ntu.ac.uk/id/eprint/34991

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