Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/154711

Title

Controllable antecedents of creative excellence in advertising services: a trans Tasman replication

Author(s)

Hill, Railton;  Pervan, Simon J.;  Pryor, Kevin

Abstract

This study has as its objective replication of a 1996 study which examined the expectations of Victorian agency based senior creatives concerning attainment of excellent creative ideas, relative to a wide range of antecedents. Excellence was defined in terms the achievement of advertiser communication objectives. Methodology was survey based. The results strongly supported hypothesized agreement between the New Zealand and Australian creatives concerning the nature and role of the brief, the roles of creatives and of advertising managers, and the importance of a process of structured information transfer for the attainment of creative excellence. Minor differences which emerged centred on an apparent lower level of tolerance by New Zealand creatives of client creative decision making. The replication also strengthens confidence in the reliability of the instrument developed.

Publication type

Conference paper

Source

Paper presented at the Australian and New Zealand Marketing Academy Conference (ANZMAC 1998), Dunedin, New Zealand, 30 November - 02 December 1998, pp. 961-974

Publication year

1998

FOR Code(s)

0806 Information Systems

Keyword(s)

Advertising;  Creative excellence;  Creativity

Publisher

Australia and New Zealand Marketing Academy

Publisher URL

http://www.anzmac.org/

Copyright

Copyright © 1998.

Peer reviewed