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Home List of Titles Understanding creative service: a qualitative study of the advertising problem delineation, communication and response (APDCR) process
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/326
- Understanding creative service: a qualitative study of the advertising problem delineation, communication and response (APDCR) process
- Hill, Railton M.; Johnson, Lester W.
- The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context. Findings are reported from a series of extensive in-depth interviews with advertising managers in major client organisations. Analysis of these interviews generated a detailed conceptualisation of the advertising problem delineation, communication and response (APDCR) process, expressed in a flowchart. The data also suggest two variations in the pattern of agency-client relationships within which the APDCR process operates, and factors that may be responsible for these variations. A better understanding of the nature and dynamic operation of creative service may enable both agency and advertiser stakeholders to achieve greater satisfaction.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology. Faculty of Business and Enterprise
- International journal of advertising, Vol. 23, no. 3 (2004), pp. 285-307
- Publication year
- Advertising; Advertising agencies; Advertising executives; Creative ability; Advertising, Industrial; Interviews
- World Advertising Research Center
- pp. 285-307
- Publisher URL
- © 2004 Advertising Association.
- Peer reviewed