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 search for a different version of it.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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.