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Lookup NU author(s): Dr Alexander TeviORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efcacy of Templates, and evaluates its efectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specifc 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 infuence 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-of efect. However, the Templates method does not sufer from this trade-of and performs well, by improving originality without any detriment on strategic focus
Author(s): Tevi A, Parker J, Koslow S, Ang L
Publication type: Article
Publication status: Published
Journal: Journal of the Academy of Marketing Science
Year: 2025
Volume: 53
Pages: 854–875
Print publication date: 01/05/2025
Online publication date: 31/10/2024
Acceptance date: 08/10/2024
Date deposited: 01/11/2024
ISSN (print): 0092-0703
ISSN (electronic): 1552-7824
Publisher: Springer New York LLC
URL: https://doi.org/10.1007/s11747-024-01063-4
DOI: 10.1007/s11747-024-01063-4
Data Access Statement: Additional supplemental data is available from the authors.
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