Alexander Tevi
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View article: Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation
Creative performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation Open
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…
View article: A rhetoric theory approach to the advertising development process: Using ideation techniques to overcome limitations of client quality, motivation and media
A rhetoric theory approach to the advertising development process: Using ideation techniques to overcome limitations of client quality, motivation and media Open
This thesis focuses on the use of creativity thinking skills to manage the advertising development process for better creative outcome. To achieve this, the advertising development process itself has to be well understood, and the place of…
View article: Even bad clients deserve quality advertising: using the templates creative ideation technique to overcome the limitations of client quality
Even bad clients deserve quality advertising: using the templates creative ideation technique to overcome the limitations of client quality Open
This paper examines how ideation techniques like the Templates method (Goldenberg, Mazursky and Solomon 1999) can overcome the limitations of poor client quality and low intrinsic motivation so to produce highly creative outcomes. We prese…