Scott Koslow
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View article: The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities Open
View article: Artificial Belief Over Reality: The Effect of Suspected AI Use on Advertisement Perceptions
Artificial Belief Over Reality: The Effect of Suspected AI Use on Advertisement Perceptions Open
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: When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity? Open
There is a widely believed tradition that good or high-quality agency–client relationships make for superior advertising campaigns, with many scholars highlighting the benefits agency professionals bring to the advertising creative develop…
View article: A Meta-Analysis of When and How Advertising Creativity Works
A Meta-Analysis of When and How Advertising Creativity Works Open
Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the lite…
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…
View article: Future Directions for Advertising Creativity Research
Future Directions for Advertising Creativity Research Open
Based upon a review of the literature, this paper presents a framework for understanding advertising creativity, and asks the question: “what future direction should advertising creativity research take?” We divide creativity research into…
View article: The linguistic servicescape: Speaking their language may not be enough
The linguistic servicescape: Speaking their language may not be enough Open