WebMay 27, 2024 · By understanding these frameworks, advertisers can better structure their thinking towards developing more creative concepts. Originality. Original advertisements can be contextualised as those which communicate ideas which are surprising or rare. Originality can be measured using the questions below: Is the ad out of the ordinary? Is … Our research has big implications for advertising agencies and the companies that engage them. Advertising professionals can use methods like ours to identify where to direct their creative energies to best effect. Companies can use the models to estimate the financial impact their creative investments will … See more In coming up with dimensions along which to measure creativity, we drew on social and educational psychology literature that defines creativity as divergent thinking—namely, the … See more Our study revealed dramatic variation in overall creativity scores across the campaigns. The average score for overall creativity was 2.98 (again, on a scale of 1 to 7). The lowest … See more
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