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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