To Whom Do Advertising Creatives Write? An Inferential Answer

Arthur J. Kover · Brenda S. Sonner

33 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Advertising and Communication Studies Literature, Culture, and Aesthetics

Abstract

Advertising folklore has it that creative department people have difficulty connecting to their mass media audiences. This article describes research in which creatives and a general sample of viewers responded personally to a range of commercials. Comparing them, creative people responded positively to award-winning commercials (One Show and EFFIE winners); viewers responded positively to advertising that led to feelings of personal enhancement, whether award winners or not. This finding means that creatives respond to advertising that meets professional rather than audience-communication criteria. In turn this implies that creative people produce work that primarily meets professional standards which can differ from those of communicating and selling to the audience. Suggestions are offered to alleviate this situation.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 33 citations exist upstream.

References

1988The System of Professions 1995Persuasion Knowledge: Lay People's and Researchers' Beliefs about the Psychology of Advertising 2020Occupational Subcultures in the Workplace 1995Copywriters' Implicit Theories of Communication: An Exploration 1995Creativity vs. Effectiveness? An Integrating Classification for Advertising 1992Allegory and Philosophy in Avicenna (Ibn Sina)

Cited by

2001Just Say No to Traditional Student Samples 2019Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals 2019Impairment effects of creative ads on brand recall for other ads 2011An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan 2013What Makes Win, Place, or Show?2007How Web Banner Designers Work: The Roleof Internal Dialogues, Self-Evaluations, and Implicit Communication Theories 2016Advertising Creativity: Some Open Questions 2021

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.