Creative ideation in advertising: an ethnographic practice based approach

Research output: Chapter in Book/Report/Conference proceedingConference contribution


This research aims to understand the process of ideation in advertising creativity. This endeavour stems from the importance of creative idea and the lack of knowledge regarding this process. Hence, in this research building on an ethnographic study in an international advertising agency, and adopting a practice theoretical lens, we identified a series of techniques used by ad agency practitioners to get the ground- breaking insight for the campaigns. The findings highlight the importance of advertising effectiveness for practitioners by illustrating the simultaneous evaluation stage taking place amid ideation stage to ensure alignment between the intended message and the interpreted one.
Original languageEnglish
Title of host publicationAdvances in Advertising Research XI
Publication statusAccepted for publication - 26 Apr 2019
EventICORIA 2019 - IMC University of Applied Sciences Krems , Krems, Austria
Duration: 27 Jun 201929 Jun 2019

Publication series

NameEuropean Advertising Academy
ISSN (Print)2626-0328


ConferenceICORIA 2019
Internet address


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