Relevant bibliographies by topics / Creative advertising

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Creative advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 January 2023

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Journal articles on the topic "Creative advertising"

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Pryshchenko, Svitlana Valeriivna. "CREATIVE TECHNOLOGIES IN ADVERTISING DESIGN." Creativity Studies 12, no. 1 (2019): 146–65. http://dx.doi.org/10.3846/cs.2019.8403.

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The purpose of this article was analyses the existing methodological approaches to art, culture, design, advertising for the further effective designing of advertising products, increasing its positive value orientations and aesthetic level. The research area is the visualization of advertising ideas taking into account of regional specificity and ethno-cultural identification. Scientific study of cultural-aesthetic component in advertising design has the aim to systematize visual means of information and make a complex definition of their functional specifics in contemporary society, which is
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Castro Gordillo, Victoria. "Creative advertising." Questiones Publicitarias, no. 7 (July 31, 1998): 135. http://dx.doi.org/10.5565/rev/qp.233.

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Rubin, Zick. "Creative advertising." Contemporary Psychology: A Journal of Reviews 30, no. 2 (1985): 165. http://dx.doi.org/10.1037/023611.

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Mensa, Marta, and Jean M. Grow. "“Now I can see”: creative women fight against machismo in Chilean advertising." Gender in Management: An International Journal 37, no. 3 (2021): 405–22. http://dx.doi.org/10.1108/gm-04-2021-0098.

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Purpose This study aims to explore sexist codes in the creative departments of Chilean advertising agencies, where women represent only 4.7% of all creatives. Design/methodology/approach This study provides new insights into the experiences of women in advertising through 18 in-depth interviews with Chilean creative women. Findings The results show that gender discrimination begins in universities, where male professors are often the same people who hire creative talent into the advertising agencies and prefer men, which continues throughout women’s careers. Originality/value While there are n
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Fullerton, Jami A., and Alice Kendrick. "Profiles of Advertising Students: Are “Creatives” Different From the Rest?" Journalism & Mass Communication Educator 72, no. 3 (2017): 349–65. http://dx.doi.org/10.1177/1077695817712289.

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Data from a national survey of U.S. advertising students compared those who planned to seek creative jobs in advertising with those who desired management positions and “Generalists,” who chose both. Male and female students were equally likely to aspire to be Creatives, despite current U.S. agency estimates that men outnumber women by more than 2 to 1. Creatives self-reported higher grade-point averages (GPAs) than other students but were less likely to have held an internship or to have had a job offer senior year. Viewed within the theory of situated learning, the lack of a creative interns
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Koslow, Scott. "I Love Creative Advertising." Journal of Advertising Research 55, no. 1 (2015): 5–8. http://dx.doi.org/10.2501/jar-55-1-005-008.

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Simi dos Santos, Silvia Spagnol, Maroni Da Silva, and Vanessa Cristina Grabowski Aoki. "Creative failure in advertising: Influencing the creative process." Revista de Psicología 40, no. 2 (2022): 957–81. http://dx.doi.org/10.18800/psico.202202.012.

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This study investigates creativity and the creative process in Advertising Agencies in Brazil. The objective was to identify how the Copywriter and the Art Director operate strategies aimed at brainstorming in the ideation of advertising campaigns to reach insight. A qualitative study was carried out through semi-structured interviews designed based on the literature, applied to advertising who work in the areas. The study of Multiple Cases was used being the analysis of the collected data elaborated through the technique of content analysis based on Bardin (2010) and structured in the ATLAS.t
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Barker, Richie, and Paul Atkinson. "A new master of the cultural domain? Google’s role in the transactive memory systems of advertising copywriters and art directors." Media International Australia 172, no. 1 (2019): 61–73. http://dx.doi.org/10.1177/1329878x19853298.

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Creative practice in advertising is often lauded for its novelty, which is recognised in industry awards and other forms of peer evaluation. However, advertising is commonly required to address broad audiences, which means it needs to reflect popular and common cultural ideas. When developing ideas for a new project, advertising creatives usually undertake a research process that allows them to draw upon popular culture texts and previous advertisements. In the pre-digital era, this activity largely depended on the creative’s relationship to their social milieu, but following the arrival of th
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Ehrenberg, Andrew, Neil Barnard, Rachel Kennedy, and Helen Bloom. "Brand Advertising As Creative Publicity." Journal of Advertising Research 42, no. 4 (2002): 7–18. http://dx.doi.org/10.2501/jar-42-4-7-18.

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Hackley, Chris, and Arthur J. Kover. "The trouble with creatives: negotiating creative identity in advertising agencies." International Journal of Advertising 26, no. 1 (2007): 63–78. http://dx.doi.org/10.1080/02650487.2007.11072996.

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Dissertations / Theses on the topic "Creative advertising"

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Demir, Pinar. "Consumers' perceptions of, and responses to, creative advertising." Thesis, University of Westminster, 2017. https://westminsterresearch.westminster.ac.uk/item/q3q51/consumers-perceptions-of-and-responses-to-creative-advertising.

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This study examined the way consumers perceive and respond to creative advertising, advertising that is judged by experts (usually senior practitioners) to be creative, to see if consumers reacted in the way that could reasonably be expected of them. It offers a conceptualisation of creative ads, from the perspective of consumers, with their perceptions as antecedents and responses as outcomes. It starts with a review of the literature on creativity and advertising, the various definitions and dimensions of advertising creativity, and the approaches to measuring it. Consumer responses to adver
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Bugge, Markus M. "Creative distraction the digital transformation of the advertising industry /." Doctoral thesis, Uppsala : Uppsala University, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-109707.

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Felippetti, Daniel. "The advertising creative process: insights from the Brazilian ad industry." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/384534.

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Esta investigación busca verificar y explorar el alejamiento entre la academia y la industria publicitaria. Más allá de esto, intenta confirmar si estas dos realidades comparten conocimiento común en algún punto. Esto se logra mediante la estructuración de nuestra investigación en dos partes diferentes, una con un enfoque teórico y la otra desde un punto de vista práctico. La primera parte está hecha a través de la definición de los conceptos básicos y de la revisión de 30 modelos diferentes del proceso creativo. Los primeros 15 se clasifican como modelos clásicos, normalmente cubriend
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Lee, Pui Yuen. "Towards a triadic creative role : Hong Kong advertising creatives' responses to the rise of social media." Thesis, University of Edinburgh, 2014. http://hdl.handle.net/1842/9870.

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The rise of social media has significant implications for the advertising industry, particularly for the relationships between marketers, consumers and advertising agencies. In fact, the entire advertising landscape has been developing in response to the emergence of digital technologies and advertising media, and the roles of these key stakeholders of the advertising industry and how they perform in the social media era are still not clear. Most previous research on this topic has focused on Western countries and adopted a macro perspective. In contrast, this study contributes to knowledge by
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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this
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Lee, Kee. "Practicing globalization : mediation of the creative in South Korean advertising." Thesis, London School of Economics and Political Science (University of London), 2013. http://etheses.lse.ac.uk/769/.

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The aim of my thesis is to investigate the various ways in which globalization is performed in the locus of the South Korean advertising industry. In doing this, I focus upon the practice of creative advertising which is considered as one of the main practices to perform globalization in the locus. Addressing globalization as performativity means that this study rejects the idea of globalization as an objective structure. Instead, it approaches globalization as discursively induced practices and a transitory construction constituted of aggregate action. However, the actions that build globaliz
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Al, Qbain Hassan Issa Wadie. "The effect of creative execution in advertising on purchasing intentions." Thesis, University of Leeds, 2016. http://etheses.whiterose.ac.uk/17297/.

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This research investigates new creative executions in advertising. The researcher examines the difference between non-branded ads (ads with no logo), branded ads (ads which show the product’s logo) and degraded Ads (ads which where degraded by pixelation) within the major dimensions of creativity, which are conceptualised as divergence (novelty) and relevance (usefulness) on the following variables: attitude toward the ad (Aad) and purchase intentions (PI). The researcher argues that non-branded Ads (without a logo) generate curiosity, since more thinking is required to determine the product b
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Frulla, Lisa, and Stefan Söber. "The Process : a study of an advertising agencys creative work procedure." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-115728.

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Kreativitet och kreativa processmodeller kan ses som verktyg som i marknadskommunikationsbranschen kan användas för att ta fram marknadskommunikation som tilltalar och når den tänkta målgruppen och som gör att det önskade kommunikationsresultatet uppnås. En kommunikationsbyrås uppdrag är att ta fram kreativa kommunikationslösningar för en kunds räkning. Det är viktigt att kunden får valuta för sina pengar, alltså att kommunikationen ger en effekt som uppfyller eller överträffar de mål som ställts upp av kunden. Därför är det nödvändigt att det kreativa arbetet genomförs på ett sätt som leder t
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Turnbull, Sarah. "The creative development process within U.K. advertising agencies : an exploratory study." Thesis, University of Portsmouth, 2011. https://researchportal.port.ac.uk/portal/en/theses/the-creative-development-process-within-uk-advertising-agencies(23c46a18-e95b-47fa-a26b-fbb09e095905).html.

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Whilst advertising creativity has received attention in the past, the process of advertising creative development has attracted less attention and to date only a limited number of studies have examined this area. Moreover, there is limited empirical evidence on the process within advertising agencies themselves. The aim of this study was to explore the creative development process within advertising agencies and provide evidence of the contextual factors which influence the process. Semi-structured interviews were conducted with 21 advertising agency account management personnel from London ba
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Grahle, Christian René. "Organizing creativity : the role of aesthetic knowledge in advertising creative processes." Thesis, University of St Andrews, 2015. http://hdl.handle.net/10023/11868.

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This thesis presents the results of research which investigated how creative processes in advertising agencies are organized and the role aesthetic understandings play therein. Indepth accounts describing how creative processes in advertising agencies are organized were not well characterized in the extant literature. This was surprising, given the confusion that existed about whether or not advertising practitioners share similar tastes. Whereas some research suggests highly homogenous taste patterns, other research, reporting about severe conflicts in advertising agencies, suggests that the
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Books on the topic "Creative advertising"

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Jewler, A. Jerome. Creative strategy in advertising. 4th ed. Wadsworth, 1992.

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L, Drewniany Bonnie, ed. Creative strategy in advertising. 8th ed. Thomson/Wadsworth, 2005.

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L, Drewniany Bonnie, ed. Creative strategy in advertising. 7th ed. Wadsworth, 2001.

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Jewler, A. Jerome. Creative strategy in advertising. 6th ed. Wadsworth Pub. Co., 1998.

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Jewler, A. Jerome. Creative strategy in advertising. 7th ed. Wadsworth, 2001.

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Jewler, A. Jerome. Creative strategy in advertising. 5th ed. Wadsworth Pub. Co., 1995.

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Jewler, A. Jerome. Creative strategy in advertising. 2nd ed. Wadsworth, 1985.

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Jewler, A. Jerome. Creative strategy in advertising. 3rd ed. Wadsworth, 1989.

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Drewniany, Bonnie L. Creative strategy in advertising. 9th ed. Thomson Wadsworth, 2008.

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Jerome, Jewler A., ed. Creative strategy in advertising. Wadsworth/Cengage Learning, 2011.

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Book chapters on the topic "Creative advertising"

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Kelley, Larry D., Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, and Donald W. Jugenheimer. "Working with creative." In Advertising Media Planning, 5th ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003258162-15.

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Hudson, John, and Anshu Saxena Arora. "Creative Advertising Appeals on Global Cultural Spectrum." In Advertising Confluence. Palgrave Macmillan US, 2015. http://dx.doi.org/10.1057/9781137492265_2.

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Mogaji, Emmanuel. "The creative elements of advertisements." In Introduction to Advertising. Routledge, 2021. http://dx.doi.org/10.4324/9781003008729-6.

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Hernández, Eleazar. "Leading an Advertising Creative Team." In Leading Creative Teams. Apress, 2016. http://dx.doi.org/10.1007/978-1-4842-2056-6_3.

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Turnbull, Sarah. "The creative development process." In Absolute Essentials of Advertising. Routledge, 2022. http://dx.doi.org/10.4324/9781003175551-5.

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Ashley, Christy. "Creative Leaders’ Views on Managing Advertising Creation." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_104.

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Marshall, P. David, and Joanne Morreale. "Volkswagen and the Creative Revolution." In Advertising and Promotional Culture. Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_6.

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Kelley, Larry D., and Kim Bartel Sheehan. "Managing creative people." In Advertising Management in a Digital Environment. Routledge, 2021. http://dx.doi.org/10.4324/9781003107828-9.

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Kelley, Larry D., and Kim Bartel Sheehan. "Management and creative strategy." In Advertising Management in a Digital Environment. Routledge, 2021. http://dx.doi.org/10.4324/9781003107828-12.

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Blakeman, Robyn. "Where Does the Creative Process Fit in Advertising?" In Advertising Design by Medium. Routledge, 2022. http://dx.doi.org/10.4324/9781003255123-2.

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Conference papers on the topic "Creative advertising"

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Mishra, Shaunak, Manisha Verma, and Jelena Gligorijevic. "Guiding creative design in online advertising." In RecSys '19: Thirteenth ACM Conference on Recommender Systems. ACM, 2019. http://dx.doi.org/10.1145/3298689.3347022.

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Chen, Jin, Ju Xu, Gangwei Jiang, et al. "Automated Creative Optimization for E-Commerce Advertising." In WWW '21: The Web Conference 2021. ACM, 2021. http://dx.doi.org/10.1145/3442381.3449909.

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Heriwati, Sri Hesti. "Semiotics in Advertising As A Way to Play Effective Communications." In 4th Bandung Creative Movement International Conference on Creative Industries 2017 (4th BCM 2017). Atlantis Press, 2018. http://dx.doi.org/10.2991/bcm-17.2018.66.

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Koren, Yair, Oren Somekh, Avi Shahar, et al. "Dynamic Creative Optimization in Verizon Media Native Advertising." In 2020 IEEE International Conference on Big Data (Big Data). IEEE, 2020. http://dx.doi.org/10.1109/bigdata50022.2020.9378251.

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Sotnikova, E. S. "CREATIVE LINGUISTIC MEANS IN COVID19 PUBLIC ADVERTISING DISCOURSE." In СЛОВО, ВЫСКАЗЫВАНИЕ, ТЕКСТ В КОГНИТИВНОМ, ПРАГМАТИЧЕСКОМ И КУЛЬТУРОЛОГИЧЕСКОМ АСПЕКТАХ. Челябинский государственный университет, 2022. http://dx.doi.org/10.47475/9785727118047_107.

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Luxing, Liu, and Ji Xiaorui. "On Creative Design and Marketing Communication in TV Advertising." In 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200306.063.

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Sarif, Siti Mahfuzah, Ariffin Abdul Mutalib, Sabrina Mohd Rashid, and Azizah Che Omar. "Diffusion of iTV Advertising in Malaysia: The Industry Players' Perspectives." In 2013 International Conference on Informatics and Creative Multimedia (ICICM). IEEE, 2013. http://dx.doi.org/10.1109/icicm.2013.24.

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Yuan, Xiaorong. "On Creative Thinking in Advertising Design Based on Modern Elements." In 2015 International Conference on Education Technology and Economic Management. Atlantis Press, 2015. http://dx.doi.org/10.2991/icetem-15.2015.65.

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Omar, Azizah Che, Norshuhada Shiratuddin, Siti Mahfuzah Sarif, Ariffin Abdul Mutalib, and Sabrina Mohd Rashid. "Identification of Research Gap: T-Commerce Impulse Purchase for iTV Advertising." In 2013 International Conference on Informatics and Creative Multimedia (ICICM). IEEE, 2013. http://dx.doi.org/10.1109/icicm.2013.28.

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Ting, Deng, and Rahinah Ibrahim. "Understanding Effects of Interactive Experience in Advertising." In Proceedings of the 2nd International Conference on Design Industries & Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia. EAI, 2022. http://dx.doi.org/10.4108/eai.24-8-2021.2315233.

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Reports on the topic "Creative advertising"

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Ivanova, Iryna, and Elena Afanasieva. MODEL OF INTERACTION BETWEEN ADVERTISING, PR AND JOURNALISM. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.49.11060.

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The article is an overview of the journalism – PR – advertising relationship at the terminological, empirical-analytical and practical levels. It traces the state of the discussion of these correlations in the post-soviet media such as Ukraine. The study describes that domesticating the importance of the appropriate partnership between the three communication technologies. The thesis is that journalism, advertising and PR create a mutual connection that takes place in an atmosphere of PR and advertising permissiveness and deepens with the development of digitalization, Social network developme
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Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Ballarat. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206963.

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Description Ballarat sits on Wathaurong land and is located at the crossroads of four main Victorian highways. A number of State agencies are located here to support and build entrepreneurial activity in the region. The Ballarat Technology Park, located some way out of the heart of the city at the Mount Helen campus of Federation University, is an attempt to expand and diversify the technology and innovation sector in the region. This university also has a high profile presence in the city occupying part of a historically endowed precinct in the city centre. Because of the wise preservation an
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Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Geelong and Surf Coast. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206969.

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Geelong and the Surf Coast are treated here as one entity although there are marked differences between the two communities. Sitting on the home of the Wathaurong Aboriginal group, this G21 region is geographically diverse. Geelong serviced a wool industry on its western plains, while manufacturing and its seaport past has left it as a post-industrial city. The Surf Coast has benefitted from the sea change phenomenon. Both communities have fast growing populations and have benefitted from their proximity to Melbourne. They are deeply integrated with this major urban centre. The early establish
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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia.
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Bohuslavskyj, Oleh. UKRAINIAN-CANADIAN NEWSPAPER “NEW PATHWAY”: WINNIPEG PERIOD (1941-1977). Ivan Franko National University of Lviv, 2022. http://dx.doi.org/10.30970/vjo.2022.51.11391.

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The subject of the study is the ideological, financial, economic and socio-social conditions of the publishing house and the editorial board of the magazine “New Pathway” Winnipeg period 1941-1977. The main objectives is to determine the peculiarities of the conditions of publishing a Ukrainian magazine in exile, which provides for the systematization and introduction into scientific circulation of factual material on creative and material activities of the “New Pathway” and socio-political environment that influenced the information and ideological and business policy of the publication. The
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool o
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Agüero Pérez, MM, E. López Alonso, LA López Fraile, and B. Moreno López. Involvement of stakeholders in the creation of the Advertising Degree in Universidad Europea. Intertwining the professional sector into the academic context. Revista Latina de Comunicación Social, 2019. http://dx.doi.org/10.4185/rlcs-2019-1321en.

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Iatsyshyn, Anna V., Iryna H. Hubeladze, Valeriia O. Kovach, et al. Applying digital technologies for work management of young scientists' councils. [б. в.], 2021. http://dx.doi.org/10.31812/123456789/4434.

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The publication explores the features of the digital technologies’ usage to organize the work of the Young Scientists’ Councils and describes the best practices. The digital transformation of society and the quarantine restrictions caused by the COVID-19 pandemic have forced the use of various digital technologies for scientific communication, the organization of work for youth associations, and the training of students and Ph.D. students. An important role in increasing the prestige of scientific activity and encouraging talented young people to participate in scientific projects belongs to t
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