Understanding creative service: a qualitative study of the advertising problem delineation, communication and response (APDCR) process

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Title: Understanding creative service: a qualitative study of the advertising problem delineation, communication and response (APDCR) process
Author(s): Hill, Railton M.; Johnson, Lester W.
Abstract: 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
Source: International journal of advertising, Vol. 23, no. 3 (2004), pp. 285-307
Publication year: 2004
Keyword(s): Advertising; Advertising agencies; Advertising executives; Creative ability; Advertising, Industrial; Interviews
Publisher: World Advertising Research Center
Format: pp. 285-307
ISSN: 0265-0487
Publisher URL: International journal of advertising
Publisher URL: http://www.warc.com/ContentAndPartners/IJA.asp
Peer reviewed