West, D. and Christodoulides, George and Bonhomme, J. (2018) How do heuristics influence creative decisions at advertising agencies? Factors that affect managerial decision making when choosing ideas to show the client. Journal of Advertising Research 58 (2), pp. 189-201. ISSN 0021-8499.
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Abstract
The place of creativity in advertising has long been recognized, however, it remains unclear what creatives actually do and why they do it when it comes to making creative choices between what ideas to show the client. This study focuses upon individual choices made on what ideas to show clients in the absence of copytesting; it examines the decision-making heuristics employed by a global advertising agency. Based on an online survey, the results inter alia suggest that when it comes to deciding which ideas to show to clients, both analytic and pure heuristics are used in various combinations. The results provide insights about the nature of, and factors that influence, decision-making amongst managers with this first field study of managing choices of creative work at an advertising agency.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | George Christodoulides |
| Date Deposited: | 25 Jan 2017 15:23 |
| Last Modified: | 02 Aug 2023 17:27 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/16709 |
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