Creativity vs. Effectiveness
ARTHUR J. KOVER STEPHEN M. GOLDBERG AND WILLIAM L. JAMES
CREATIVITY VS. EFFECTIVENESS?
AN INTEGRATING CLASSIFICATION FOR ADVERTISING
In many agencies, advertising creativity and effectiveness seem almost antipathetic. This research explores consumers ' emotional reactions to help define advertising perceived as both creative and effective. In doing this, the article also raises questions about some standard individual measures of advertising response, opting in addition for measures of emotional response.
ARTHUR J. KOVER
Professor Ford ham University
W
STEPHEN M. G O L D B E R G Associate Professor Fordham University
ithin the advertising industry, there seems to be a never-ending struggle between those who create the advertising ("creatives") and those advertising managers who insist that it be "effective." Advertising agencies exist, sometimes precariously, in unstable environments (Comanor et a l , 1981; Hirschman, 1989). Therefore, stability in both organization and output generally are preferred whenever possible by agency management. Management 's goal is to have stable output which is predictable and "effective." Effectiveness, however, has many different dimensions by which it can be measured (Cook and Kover, forthcoming); the key element is some reliable measurement on
We thank the comments and suggestions of Douglas Stayman, Joseph Priester, and particularly Bill Wells. Joseph Sirgy generously suggested a number of sources for persona! enhancement. This research was supported by a grant from the Research Committee, Graduate School of Business, Fordham University and a supplementary grant from Young & Rubicam, New York. Dom Rossi, then President of Ayer, New York, gave permission for the Agency to prepare edited and labeled videotapes without cost. Our thanks to all.
WILLIAM L, JAMES
Professor Hofsira University
which agency management and clients can concur. Usually, that measurement is an aspect of persuasion or (ideally)
CREATIVITY VS. EFFECTIVENESS?
AN INTEGRATING CLASSIFICATION FOR ADVERTISING
In many agencies, advertising creativity and effectiveness seem almost antipathetic. This research explores consumers ' emotional reactions to help define advertising perceived as both creative and effective. In doing this, the article also raises questions about some standard individual measures of advertising response, opting in addition for measures of emotional response.
ARTHUR J. KOVER
Professor Ford ham University
W
STEPHEN M. G O L D B E R G Associate Professor Fordham University
ithin the advertising industry, there seems to be a never-ending struggle between those who create the advertising ("creatives") and those advertising managers who insist that it be "effective." Advertising agencies exist, sometimes precariously, in unstable environments (Comanor et a l , 1981; Hirschman, 1989). Therefore, stability in both organization and output generally are preferred whenever possible by agency management. Management 's goal is to have stable output which is predictable and "effective." Effectiveness, however, has many different dimensions by which it can be measured (Cook and Kover, forthcoming); the key element is some reliable measurement on
We thank the comments and suggestions of Douglas Stayman, Joseph Priester, and particularly Bill Wells. Joseph Sirgy generously suggested a number of sources for persona! enhancement. This research was supported by a grant from the Research Committee, Graduate School of Business, Fordham University and a supplementary grant from Young & Rubicam, New York. Dom Rossi, then President of Ayer, New York, gave permission for the Agency to prepare edited and labeled videotapes without cost. Our thanks to all.
WILLIAM L, JAMES
Professor Hofsira University
which agency management and clients can concur. Usually, that measurement is an aspect of persuasion or (ideally)
References: E F F E C T I V E N E S S ? ety." Social Problems 6, 2 (1958): 4-10 5(1991): 11-21. Sirgy, M. Joseph. "Self-Concept in Consumer Behavior: A Critical Review." Journal of Consumer Research 9, 3 (1982): 287-300 Conference. Durham, NC: Marketing Science Institute, 1991.