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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
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    References listed on IDEAS

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