10.2753/JOA0091-3367370401">
 

Title

Desperately seeking advertising creativity: Engaging an imaginative "3Ps" research agenda

Document Type

Article

Publication Date

2008

Department

Marketing

Abstract

An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.