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The purpose of this paper is to map advertising agency practitioners' mental models of creativity.

A total of 30 in-depth interviews among top-level advertising agency executives (creative, account and planning directors) were conducted. Design and data analysis followed the grounded theory paradigm of qualitative research.

Complementing earlier studies in advertising creativity, a multi-dimensional system of practitioner mental models was discovered. Substantive models depict agency professionals' core understanding of advertising creativity and its dialectical structure. Developmental models conceptualise the intrapersonal acquisition of creative skill as well as the social context in which advertising creativity is generated. Effectiveness models introduce native explanations for the market effectiveness of creativity. Interrelationships between the identified models are presented in detail.

Understanding the mental models of advertising executives enriches the literature on the production side of marketing culture.

Shared understandings of mental models between advertising agencies and client brand management teams have the promise of reducing agency-client conflict.

The study's contribution is threefold: it provides an integrated view on advertising practitioners' multifaceted mental models about creativity (an area that has received little prior research attention); it models these mental models in their dynamic interaction, going beyond previous accounts that looked at topical areas in creativity in relative isolation; it redresses an imbalance in marketing theory between the production and consumption contexts of marketplace culture formation.

The purpose of this paper is to explore how executives assimilate creativity in business‐to‐business (B2B) services.

The author employed an inductive, qualitative research approach to elicit and explore the definition and interpretation and individual meaning of the creative process by top‐level advertising agency executives.

The findings show that an understanding of creative cultures and processes can enable their application in other business functions.

In‐depth interviews may involve interview effects that influence the information elicited, despite adequate measures to conduct interviews in situ at the workplace and in a detached, impartial manner.

The results suggest that creativity in B2B services incorporates a complex set of results‐driven interactive components. These components simultaneously affect and are affected by the interaction of artistic and aesthetic elements, as well as business strategy.

Creativity is critical to developing and implementing business strategies. However, creativity in advertising as a B2B service has scarcely been examined.

This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention.

Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers.

The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort.

This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions.

The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists.

Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined.

Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions.

Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects.

One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising.

This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.

This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness, advertising creativity and social responsibility practices influencing purchase intention and positive word of mouth. Perceived value is hypothesised as the moderating variable for the relationship between POHAE and purchase intention.

Quantitative data were collected from New Zealand through a quasi-experimental survey. A total of 95 people participated in the experiment. The study uses one-way repeated measures design ANOVA to test Hypothesis 1 and MEMORE model to test the effects of mediation and moderation for repeated measures.

Results are significant to the study model. ANOVA results show that the assumption of sphericity is not violated: Mauchly’s W, Greenhouse–Geisser, Huynh–Feldt estimates are equal to one, suggesting that the data are perfectly spherical. The mediation and moderation effects for repeated measure designs are also significant. The tests are based on 95 per cent Monte Carlo confidence interval and 20,000 bootstrapping samples.

This study enhances the hierarchy of effects theory (HOE) (Lavidge and Steiner, 1961), which posits that consumers respond to a specific marketing communication through three components: the cognitive component, which is measured by an individual’s intellectual, mental or rational states; the affective component that refers to an individual’s emotional and feeling states; and finally the conative or motivational state, that is, the striving state relating to the tendency to treat objects as positive or negative. This study observes significant paths from POHAE to purchase intention and word of mouth. Limitations include a small sample size (95) and not regressing the POHAE variables individually on purchase intention and word of mouth.

Given the absence of a brand, as in the Airbnb host advertisement, attention should be given to writing the adverts effectively. Advertising creativity does not only hold for graphics and personal pictures but also for the hosts who need to be creative in crafting their advertisement text. Elements such as social responsibility practice and creativity should also not be overlooked.

This study provides insights on how to effectively communicate with potential customers in a peer-to-peer marketplace.

This study provides an insight into peer-to-peer marketplaces on the importance of marketing communication strategies by providing more attention to writing advertisement texts. It is important to understand the variables that influence consumers’ motivation in responding to Airbnb online advertisements.

The role of creativity in marketing has great importance. In this chapter, the authors discuss the role of creativity in the sports context. The authors discuss creativity and then move onto the various contexts in sports that could be covered. This looks at the worlds of traditional and extreme sports along with a brief exploration of the burgeoning area of esports. The authors then draw from some creative principles that are worth keeping in mind before moving onto future areas that could be covered. The authors hope that this will be useful for practitioners and researchers who are interested in not just creativity, but also the exciting opportunities in sports. In short, the authors hope this provides inspiration for those wishing to explore these areas further. Creativity is a powerful thing, and sport is an area full of potential. As such, the authors believe that these two are a pairing worth exploring more.

The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.

The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.

An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.

This study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.

This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.

Presents and analyses the results of an explorating study into consumer reactions to television advertising. Assesses consumer attitudes by the use of three criteria: consumer feelings towards exagerated and annoying advertising; the consumer's subjective assessment of creative advertising; and their assessment of their ideal type of advertisement. Suggests that consumer reactions are disturbing, revealing uncomplementary results which could reduce advertising effectiveness.

This study aims to investigate the relationship between successful brand advertising campaigns in China and various factors such as message/creativity, media selection, market research, competition, market share, product uniqueness, and agency/client relationships.

The data for the study were collected by mailing a questionnaire to 283 advertising agencies executives who were selected from the All‐Asia Ad Agency Guide. A total of 1,086 questionnaires were sent out and 163 were returned for a response rate of 15 per cent. Factor analysis was first used to identify various success factors, and ANOVA was used to compare the means of each factor related to the degree of success of the campaign. Correlation analysis was then used to examine the relationship between successful brand advertising campaign and various success factors.

The results of the ANOVA indicate that there are significant relationships between some items in each factor and the degree of success of an advertising campaign. Correlation analysis further reveals that message/creativity, media selection, market research, market share, and product uniqueness are significantly related to the success of brand advertising in China. No significant relationship is found between brand success and competition or agency/client relationship.

The respondents may have been biased about the extent to which their advertising campaigns are successful or how creative an advertisement should be. Their perceptions of successful or creative advertising could be very different, especially in relation to those questions that asked respondents to critique their own work. All of these affect the rigor of the study. Another limitation of the study is the low response rate. If the sample size had been large enough, comparisons could have been made concerning the correlates of successful brand advertising across different regions in China.

In addition to providing researchers with further understanding of brand advertising in China, this study provides some insights about the ways in which multinational advertising managers contribute to successful brand advertising.

This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.

Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered.

The findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.

Creativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.

First, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.