Creative management: Innovation in measuring advertising creative attributesm

Abstract

Is creativity important element in an advertisement? According to Smith and White (2001), the concept of advertising creativity is generally viewed from the perspective of the advertising professional. This is an interesting fact, as the research suggests that the general public define creativity differently to that of the advertising professionals.Creativity is a difficult topic to study via traditional social science techniques. By its very nature, creativity defies measurement(Zinkhan, 1993). However, creativity has traditionally been shaped by four Ps: psychology, process, place and product (West, 2003). The psychology of creativity relates to character, motivation, risk-taking and philosophy; the associative process is the ability to fuse remote ideas seamlessly(West, 2003) by a process of creative work which allows ideas to be incubated, illuminated and verified. Edward de Bono (1992), who is considered an authority in the field, agrees about the ambiguous nature of the wordsCreative and Creativity.This paper aimed to investigate the creative attributes in advertising as a measurement of the creative success. In order to accomplish this objective, data were collected through an experiment so that the derived hypotheses, aiming to measure significant mean difference between creative attributes, could be tested. Various statistical tests are available for measuring significant mean differences, such as the t-test, Analysis of Variance(ANOVA) and Multivariate Analysis of Variance MANOVA) (Sekaran, 2000).R