数字环境如何影响广告创意?

IF 2.1 4区 管理学 Q3 BUSINESS
Petra Goor, Gayle Kerr, Hyun Seung Jin
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引用次数: 1

摘要

本文是为数不多的使用创造性的四P模型来探索数字环境对创造性过程、人和产品的约束和机会的论文之一。一个由全球领先创意专家组成的智囊团采用德尔菲方法,就数字环境如何影响广告创意达成共识。该小组一致认为,数字环境既为有创造力的人提供了新技术和可能性,也限制了他们,减少了时间和金钱,增加了责任。富有创造力的领导者认为,大数据仍然需要一个“大创意”,并表示他们致力于通过赋予数据一个令人惊讶的背景和人类的声音,使其具有相关性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Has the Digital Environment Affected Advertising Creativity?
This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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