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.
|Title of host publication
|Advances in Advertising Research XI
|Accepted for publication - 26 Apr 2019
|ICORIA 2019 - IMC University of Applied Sciences Krems , Krems, Austria
Duration: 27 Jun 2019 → 29 Jun 2019
|European Advertising Academy
|27/06/19 → 29/06/19