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- W2036653150 abstract "Creativity is critical to advertising yet highly subjective. Testing to evaluate alternatives, if done, is often conducted at later stages that are expensive and wasteful. This study examined a set of characteristics about creativity from creative advertising practitioners. These characteristics were subjected to a three-part quantitative analysis that produced a model with four dimensions – novelty, utility, affect, and humor. Further testing showed that the model was useful in predicting the level of creativity in print advertisements, and the tool may be useful for the early evaluation of concepts." @default.
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- W2036653150 date "2013-04-01" @default.
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- W2036653150 title "A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners" @default.
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- W2036653150 doi "https://doi.org/10.1080/13527266.2010.550009" @default.
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