IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v53y2025i3d10.1007_s11747-024-01063-4.html
   My bibliography  Save this article

Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation

Author

Listed:
  • Alexander Tevi

    (Newcastle University Business School)

  • John Parker

    (The University of Sydney, Discipline of Marketing, University of Sydney Business School)

  • Scott Koslow

    (Macquarie University Business School)

  • Lawrence Ang

    (Macquarie University Business School)

Abstract

To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.

Suggested Citation

  • Alexander Tevi & John Parker & Scott Koslow & Lawrence Ang, 2025. "Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 854-875, May.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-024-01063-4
    DOI: 10.1007/s11747-024-01063-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-024-01063-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-024-01063-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    2. Koslow, Scott & Sasser, Sheila L. & Riordan, Edward A., 2003. "What Is Creative to Whom and Why? Perceptions in Advertising Agencies," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 96-110, March.
    3. Xiaojing Yang & Robert E. Smith, 2009. "Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity," Marketing Science, INFORMS, vol. 28(5), pages 935-949, 09-10.
    4. Goldenberg,Jacob & Mazursky,David, 2002. "Creativity in Product Innovation," Cambridge Books, Cambridge University Press, number 9780521800891, January.
    5. C. Page Moreau & Darren W. Dahl, 2005. "Designing the Solution: The Impact of Constraints on Consumers' Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 13-22, June.
    6. Yael Steinhart, 2012. "All that glitters is not gold: The dual effect of activation technique in advertising," Marketing Letters, Springer, vol. 23(1), pages 195-208, March.
    7. Goldenberg,Jacob & Mazursky,David, 2002. "Creativity in Product Innovation," Cambridge Books, Cambridge University Press, number 9780521002493, January.
    8. Olivier Toubia, 2006. "Idea Generation, Creativity, and Incentives," Marketing Science, INFORMS, vol. 25(5), pages 411-425, September.
    9. S. Capelli & A. Jolibert, 2009. "Metaphor's validity in marketing research," Post-Print halshs-01064301, HAL.
    10. Sara Caprioli & Christoph Fuchs & Bram Van den Bergh, 2023. "On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 48-69.
    11. Aurélie Hemonnet-Goujot & Delphine Manceau & Celine Abecassis-Moedas, 2019. "Drivers and Pathways of NPD Success in the Marketing-External Design Relationship," Post-Print hal-01883760, HAL.
    12. Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
    13. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    2. Mazerant, Komala & Willemsen, Lotte M. & Neijens, Peter C. & van Noort, Guda, 2021. "Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 15-31.
    3. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
    4. Olivier Toubia & Oded Netzer, 2017. "Idea Generation, Creativity, and Prototypicality," Marketing Science, INFORMS, vol. 36(1), pages 1-20, January.
    5. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
    6. J. Jason Bell & Christian Pescher & Gerard J. Tellis & Johann Füller, 2024. "Can AI Help in Ideation? A Theory-Based Model for Idea Screening in Crowdsourcing Contests," Marketing Science, INFORMS, vol. 43(1), pages 54-72, January.
    7. Kim, Yeun Joon & Zhong, Chen-Bo, 2017. "Ideas rise from chaos: Information structure and creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 138(C), pages 15-27.
    8. Ellen H.M. Moors & Rogier Donders, 2009. "Understanding consumer needs and preferences in new product development: the case of functional food innovations," Innovation Studies Utrecht (ISU) working paper series 09-03, Utrecht University, Department of Innovation Studies, revised Feb 2009.
    9. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    10. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    11. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    12. Melissa Baucus & William Norton & David Baucus & Sherrie Human, 2008. "Fostering Creativity and Innovation without Encouraging Unethical Behavior," Journal of Business Ethics, Springer, vol. 81(1), pages 97-115, August.
    13. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    15. Daniel Szopinski, 2021. "To see or not to see: A creativity feature to enhance business model ideation using business model development software," Working Papers Dissertations 82, Paderborn University, Faculty of Business Administration and Economics.
    16. Clegg, Melanie & Hofstetter, Reto & Blohm, Ivo & Bravin, Marc, 2022. "Human-Machine Creativity – How AI Can Influence Human Creativity in Open Innovation," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(6), pages 40-47.
    17. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
    18. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    19. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    20. Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-024-01063-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.