How Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinion

Simple item page
dc.contributor.authorStadler, Christopher J., 1972-
dc.date.accessioned2011-08-08T18:29:31Z
dc.date.available2011-08-08T18:29:31Z
dc.date.issued2011-06
dc.descriptionxii, 54 p. : ill.en_US
dc.description.abstractAdvertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative team - the team of creative, strategy and management staff that is responsible for creative execution - to find out more about how creative teams function at the goal level (team effectiveness) and at the individual level (individual cognitive styles). To study creativity and decision making, individuals involved in the creation of ads were tested for their innovator traits. Also, connections were explored between an industry effectiveness award and innovator scores. Innovativeness was judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in agency personnel. However, account planners and creatives scored higher on an aggregated innovator scale than did administrative and account executive staff.en_US
dc.description.sponsorshipCommittee in charge: Prof. Kim Sheehan, Chair; Prof. Harsha Gangadharbatla, Member; Prof. Deborah Morrison, Member; Prof. David Koranda, Memberen_US
dc.identifier.urihttps://hdl.handle.net/1794/11478
dc.language.isoen_USen_US
dc.publisherUniversity of Oregonen_US
dc.relation.ispartofseriesUniversity of Oregon theses, School of Journalism and Communication, M.A., 2011;
dc.subjectArts -- Managementen_US
dc.subjectCommunicationen_US
dc.subjectManagementen_US
dc.subjectAdvertisingen_US
dc.subjectCreativityen_US
dc.subjectInnovationen_US
dc.subjectMarketingen_US
dc.subjectStrategyen_US
dc.titleHow Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinionen_US
dc.typeThesisen_US

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Stadler_Christopher_J_ma2011sp.pdf
Size:
556.32 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
Name:
license.txt
Size:
2.13 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Theses and Dissertations
Journalism and Communication Theses and Dissertations