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The Definition and Measurement of Creativity: What Do We Know?


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    Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers. The impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 02 (June)
    Pages: 188-201

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:188-201_04

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    Cited by:
    1. Raoul V. Kuebler & Dennis Proppe, 2012. "Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?," BuR - Business Research, German Academic Association for Business Research, vol. 5(1), pages 60-81, May.
    2. Elad Granot, 2012. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing, vol. 26(2), pages 161-182.


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