Challenges in the Creative Process within Romanian Advertising Agencies: Obstacles and Solutions
Klíčová slova:
advertising, creativity, challenges, copywriting, success, brandsAbstrakt
The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client’s demands. Besides, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in creative department. Extrinsic and intrinsic motivation stand for essential aspects in challenging new resources of creativity in a field where copywriters and art directors unfold incredible sensitive messages following strong and relevant insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by exploring the purpose, the barriers and the chances of this activity in the context of a complex relationship between client-brand management-consumers. One could perhaps say that these employees are just gifted people able to simply follow some instructions given by the planning department. Actually, they have their own psychological and even social barriers or engines, which represent challenges. Therefore, we have investigated these issues by conducting semi-structured interviews based on their creative experiences in both cases, as juniors and seniors, respectively. The data collected via semi-structured interviews are investigated by using content analysis.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Reference
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34, No. 3, pp. 347-356.
Amabile, T. M. (1996), Creativity in Context: The social psychology of creativity, Boulder, CO, Westview.
Ang, S. W., and Lim, E. A. C. (2006), “The influence of metaphors and product type on brand personality perceptions and attitudes”, Journal of Advertising, Vol. 35, No. 2, pp. 39-53.
Baskin, M. (2010), Evaluating creative work, WARC Best Practice, available at: www.warc.com (11 July 2018)
Costa, P. L., Passos, A. M., Bakker, A. B. (2014), “Team work engagement: A model of emergence”, Journal of Organizational and Occupational Psychology, Vol. 87, No. 2, pp. 414-436.
Davis, J. J. (1997), Advertising Research. Theory and Practice, Prentice Hall, Upper Saddle River, New Jersey.
Fallon, P., Senn, F. (2006), Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, Harvard Business School Press, Boston.
Fill, C., Hughes, G., De Francesco, S. (2013), Advertising: Strategy, Creativity and Media, Pearson, London.
Hon, A. H. (2012), “When competency-based pay relates to creative performance: The moderating role of employee psychological need”, International Journal of Hospitality Management, Vol. 31, No. 1, pp. 130-138.
Lehnert, K. Till, B., Ospina, J. M. (2014), “Advertising creativity: the role of divergence versus meaningfulness”, Journal of Advertising, Vol. 43, No. 3, pp. 274-285.
Lubart, T. (2003), Psychologie de la créativité. Armand Colin, Paris.
Payne, M. S. (1982), Individual in-depth interviews can provide more details than groups, Marketing Today, Elrick and Lavidge, Chicago.
Percy, L., Rosenbaum-Elliott, R. (2016), Strategic Advertising management, 5th edition, Oxford University Press, Oxford.
Prabhu, V., Sutton, C., Sauser, W. (2008), “Creativity and certain personality traits: Understanding the mediating effect of intrinsic motivation”, Creativity Research Journal, Vol. 20, No. 1, pp. 53-66.
Reid, L. N., King K. W., DeLorme, D. (1998), “Top-level agency creative look at advertising creativity then and now”, Journal of Advertising, Vol. 27, No. 2, pp. 1-16.
Shimp, T. (2010), Integrating Marketing Communication in Advertising and Promotion, 8th edition, Cengage Learning, South Western.
Smith, R. E., Yang, S. (2004), “Toward a general theory of creativity in advertising: examining the role of divergence”, Marketing Theory, Vol. 4, No. 1-2, pp. 31-58.
Sung, Y., Kim, J (2010), “Effects on brand personality on brand trust and brand affect”, Psychology and Marketing, Vol. 27, No. 7, pp. 639-661.
Thomson, P., Parker, R., Cox, S. (2016), “Interrogating creative theory and creative work: inside the game studio”, Sociology, Vol. 50, No. 2, pp. 316-332.
Till, B. D., Baack, D. W. (2005), “Recall and persuasion: does creative advertising matter?” Journal of Advertising, Vol. 34, No. 3, pp. 47-57.
Taggar, S. (2002), “Individual creativity and group ability to utilize individual creative resources: A multilevel model”, Academy of Management Journal, Vol. 45, No. 2, pp. 315-330.
Torrance, E. P. (1976), Test de pensée creative, Centre de Psychologie Appliquée, Paris.
