Halkla İlişkiler ve Reklam Perspektifinden Yaratıcılığın Geleceği

Abstract

Geçmişten bugüne iletişim çalışmalarında yaratıcılık kavramı değer görmüştür. Yaratıcılık kapsadığı özgünlük, biriciklik, eşsiz olma özelliklerinin yanısıra hedef kitleye uygun bir mecra seçimiyle markanın fark edilmesinde önemli bir güce sahiptir. Ancak yaratıcılık kavramının daha çok reklam çalışmaları ile özdeşleşmesi literatürde önemli bir boşluğun oluşmasına neden olmaktadır. Sistematik inceleme ve içerik analizi yöntemlerinden yararlanılan bu çalışmamızın amacı; halkla ilişkiler ve reklamda yaratıcılık alanındaki akademik çalışmaların arşivlenmeye başladığı dönemden günümüze kadar hangi çerçevelerde ele alındığını, günümüzde iletişim alanında tartışılan yeni kavramların bu çerçevelere dahil olup olmadığını ortaya koymak ve bu alandaki gelecek çalışmalar için öngörüde bulunmaktır. Bu çalışma reklamın yanısıra özellikle halkla ilişkiler alanındaki yaratıcılık çalışmalarını da kapsamlı olarak ele alan ilk çalışma olma niteliği ile literatüre katkı sağlayacaktır. Bu amaçla yaptığımız sistematik inceleme ve içerik analizinden elde ettiğimiz bulgular halkla ilişkiler ve reklamda yaratıcılık alanındaki akademik çalışmaların 2000’li yıllar sonrasında artış gösterdiği; konuyla ilgili ilk çalışmaların tarihsel olarak reklam alanında gerçekleştiği; bilimsel çalışmalarda iki alanda da “yaratıcılık” ve “sosyal medya” kavramlarının ilgi odağı olduğu; araştırma konusu açısından ise Türkiye’deki yeni yönelimlerle ilgili bilimsel çalışmaların yabancı yayınlara göre daha az olduğu saptanmıştır. Buna göre dijitalleşme, değişen tüketici yapısı, çoklu ve etkileşimsel mecra kullanımının artması nedeniyle yaratıcılıkla ilgili kuramların güncellenmesi önemlidir.

Keywords

• : Hallkla İlişkiler
• Reklam
• Yaratıcılık
• Öngörü
• Kampanyalar

Supporting Institution

Yok

Project Number

Yok

Ethical Statement

Yok

The Future of Creativity From the Perspective of Public Relations and Advertising

Abstract

The concept of creativity has been valued in communication studies from the past to the present. In addition to the originality, uniqueness, and uniqueness features that creativity encompasses, it has an important power in recognizing the brand with the selection of a medium suitable for the target audience. However, identifying the concept of creativity mostly just with advertising communication studies creates a significant gap. The aim of this study, which utilizes systematic review and content analysis methods, is to reveal the frameworks in which academic studies in the field of creativity in public relations and advertising have been handled from the period when they started to be recorded until today, to reveal whether the new concepts discussed in the field of communication today are included in these frameworks and to make predictions for future studies in this field. This study will contribute to the literature as it will be the first study to comprehensively address creativity studies in the field of public relations as well as advertising. Our study, conducted with a systematic review and content analysis methods, put forward that academic studies in the field of creativity in public relations and advertising have increased after the 2000s; the first studies on the subject were historically carried out in the field of advertising; the concepts of “creativity” and “social media” are the focus of attention in both fields in scientific studies; and in terms of research topic, scientific studies on new trends in Turkey are less than foreign publications. Accordingly, it is important to update theories on creativity due to digitalization, changing consumer structure, and increased use of multiple and interactive media.

Keywords

• Public Relations
• Advertisement
• Creativity
• Foreseights
• Campaigns

Project Number

Yok

References

1. Adforum. (t. y.). Neutrogena caras interactive cover. 17.08.2023 tarihinde https://www.adforum.com/creative- work/ad/player/34516103/caras-interactive-cover/neutrogena adresinden erişilmiştir.
2. Adforum. (t. y.). Neutrogena caras interactive cover. 17.08.2023 tarihinde https://www.adforum.com/creative- work/ad/player/34516103/caras-interactive-cover/neutrogena adresinden erişilmiştir.
3. Balta Peltekoğlu, F. (2022). Halkla ilişkiler nedir? (11. Baskı). Beta.
4. Balta Peltekoğlu, F. (2022). Halkla ilişkiler nedir? (11. Baskı). Beta.
5. Barnes, N. G. (2010). How do the most successful companies use social media? Marketing Research, 22(1), 8-13. Belch, M. A. & Belch, G. E. (2013). The future of creativiy in advertising. Journal of Promotion Management, 19(4), 395-399. https://doi.org/10.1080/10496.491.2013.817219
6. Barnes, N. G. (2010). How do the most successful companies use social media? Marketing Research, 22(1), 8-13. Belch, M. A. & Belch, G. E. (2013). The future of creativiy in advertising. Journal of Promotion Management, 19(4), 395-399. https://doi.org/10.1080/10496.491.2013.817219
7. Bibly, J. & Chan, K. (2020). Creativity and the future of advertising. Scholars. 16.08.2023 tarihinde https:// scholars.hkbu.edu.hk/ws/portalfiles/portal/57473772/Creativity_the_future_of_HK_ad_industry.pdf adresinden erişilmiştir.
8. Bibly, J. & Chan, K. (2020). Creativity and the future of advertising. Scholars. 16.08.2023 tarihinde https:// scholars.hkbu.edu.hk/ws/portalfiles/portal/57473772/Creativity_the_future_of_HK_ad_industry.pdf adresinden erişilmiştir.

9. Bigumigu. (2015). Neutrogena kapak kızının makyajını sildiriyor. 10.08.2023 tarihinde https://bigumigu.com/ haber/neutrogena-kapak-kizinin-makyajini-sildiriyor/ adresinden erişilmiştir.
10. Bigumigu. (2015). Neutrogena kapak kızının makyajını sildiriyor. 10.08.2023 tarihinde https://bigumigu.com/ haber/neutrogena-kapak-kizinin-makyajini-sildiriyor/ adresinden erişilmiştir.
11. Briner, R. B. & Denyer, D. (2012). The Oxford handbook of evidence based management: Companies, classrooms and research. D. Rousseau (Ed.), Systematic review and evidence synthesis as a practice and scholarship tool içinde (ss. 112-129). Oxford University Press.
12. Briner, R. B. & Denyer, D. (2012). The Oxford handbook of evidence based management: Companies, classrooms and research. D. Rousseau (Ed.), Systematic review and evidence synthesis as a practice and scholarship tool içinde (ss. 112-129). Oxford University Press.
13. Burkus, D. (2015). Yaratıcılık mitleri (G. Sart, Çev.). Nobel Akademik Yayıncılık.
14. Burkus, D. (2015). Yaratıcılık mitleri (G. Sart, Çev.). Nobel Akademik Yayıncılık.
15. CerativeWorks. (2018). Stop wildlife trafficking by WWF. 17.08.2023 tarihinde https://www.thedrum.com/ creative-works/project/wwf-stop-wildlife-trafficking adresinden erişilmiştir.
16. CerativeWorks. (2018). Stop wildlife trafficking by WWF. 17.08.2023 tarihinde https://www.thedrum.com/ creative-works/project/wwf-stop-wildlife-trafficking adresinden erişilmiştir.
17. Condon, F. (2021). Creativity in PR and communications is changing. Are you? LinkedIn. 17.08.2023 tarihinde https://www.linkedin.com/pulse/creativity-pr-communications-changing-you-frank-condon/ adresinden erişilmiştir.
18. Condon, F. (2021). Creativity in PR and communications is changing. Are you? LinkedIn. 17.08.2023 tarihinde https://www.linkedin.com/pulse/creativity-pr-communications-changing-you-frank-condon/ adresinden erişilmiştir.
19. Curtis, A. (2002, Temmuz 22). The century of the self (ben devri) 1. bölüm [Video]. YouTube. https://www. youtube.com/watch?v=Y3Iv9UyFbOo
20. Curtis, A. (2002, Temmuz 22). The century of the self (ben devri) 1. bölüm [Video]. YouTube. https://www. youtube.com/watch?v=Y3Iv9UyFbOo
21. Dahlen, M., Rosengren, S. & Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research, 8(3), 392–403. https://doi.org/10.2501/S002.184.990808046X
22. Dahlen, M., Rosengren, S. & Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research, 8(3), 392–403. https://doi.org/10.2501/S002.184.990808046X
23. Dayanç Kıyat, G. B., & Şimşek, H. (2018). The impact of perceived corporate reputation on the purchase intention: The sample of Mercedes-Chanel. Verimlilik Dergisi, 3, 199-234.
24. Dayanç Kıyat, G. B., & Şimşek, H. (2018). The impact of perceived corporate reputation on the purchase intention: The sample of Mercedes-Chanel. Verimlilik Dergisi, 3, 199-234.
25. Deuze, M. (2007). Media work. Polity.
26. Deuze, M. (2007). Media work. Polity.
27. Diken. (2023). Barbie’nin ‘Rüya Evi’ Airbnb’ye geliyor: İki gece ücretsiz. 09.08.2023 tarihinde https://www.diken. com.tr/barbienin-ruya-evi-airbnbye-geliyor-iki-gece-ucretsiz/ adresinden erişilmiştir.
28. Diken. (2023). Barbie’nin ‘Rüya Evi’ Airbnb’ye geliyor: İki gece ücretsiz. 09.08.2023 tarihinde https://www.diken. com.tr/barbienin-ruya-evi-airbnbye-geliyor-iki-gece-ucretsiz/ adresinden erişilmiştir.
29. Dove US. (2021, April 20). Dove Reverse Selfie Have #TheSelfieTalk [Video]. YouTube. https://youtu.be/z2T- Rh838GA
30. Dove US. (2021, April 20). Dove Reverse Selfie Have #TheSelfieTalk [Video]. YouTube. https://youtu.be/z2T- Rh838GA
31. Eedvido. (t. y.). 20+ en başarılı halkla ilişkiler(PR) kampanyaları. 17.08.2023 tarihinde https://www.edvido.com/ blog/pr/son-5-yilin-en-basarili-halkla-iliskilerpr-kampanyalari-ve-ornekleri adresinden erişilmiştir. Evans, D. (2008). Social media marketing an hour a day. Wiley Publishing.
32. Eedvido. (t. y.). 20+ en başarılı halkla ilişkiler(PR) kampanyaları. 17.08.2023 tarihinde https://www.edvido.com/ blog/pr/son-5-yilin-en-basarili-halkla-iliskilerpr-kampanyalari-ve-ornekleri adresinden erişilmiştir. Evans, D. (2008). Social media marketing an hour a day. Wiley Publishing.
33. Fichet, E. S. (2018). Creativity readiness in crisis communications: How crisis communicators’ ability to be creative is impacted at the individual, work team, and organizational levels [Yayınlanmamış doktora tezi]. University of Washington.
34. Fichet, E. S. (2018). Creativity readiness in crisis communications: How crisis communicators’ ability to be creative is impacted at the individual, work team, and organizational levels [Yayınlanmamış doktora tezi]. University of Washington.
35. Fisk, P. (2017). Nike’s unlimited stadium. Peterfisk. 11.08.2023 tarihinde https://www.peterfisk.com/2017/05/ nikes-unlimited-stadium-with-a-200m-led-paced-running-track-so-you-can-race-against-your-virtual- self/ adresinden erişilmiştir.
36. Fisk, P. (2017). Nike’s unlimited stadium. Peterfisk. 11.08.2023 tarihinde https://www.peterfisk.com/2017/05/ nikes-unlimited-stadium-with-a-200m-led-paced-running-track-so-you-can-race-against-your-virtual- self/ adresinden erişilmiştir.
37. GlobeNewswire. (2023). Public relations global market report 2023. 11.08.2023 tarihinde https://www. globenewswire.com/news-release/2023/2/15/2608554/0/en/Public-Relations-Global-Market- Report-2023.html adresinden erişilmiştir.
38. GlobeNewswire. (2023). Public relations global market report 2023. 11.08.2023 tarihinde https://www. globenewswire.com/news-release/2023/2/15/2608554/0/en/Public-Relations-Global-Market- Report-2023.html adresinden erişilmiştir.
39. Goldsmith, R. E. & Matherly, T. A. (2012). Creativity and self-esteem: A multiple operationalization validity study. The Journal of Psychology, 122(1), 47-56. https://doi.org/10.1080/00223.980.1988.10542942
40. Goldsmith, R. E. & Matherly, T. A. (2012). Creativity and self-esteem: A multiple operationalization validity study. The Journal of Psychology, 122(1), 47-56. https://doi.org/10.1080/00223.980.1988.10542942
41. Green, A. (2001). Creativity in public relations (2. Baskı). CIPR.
42. Green, A. (2001). Creativity in public relations (2. Baskı). CIPR.
43. Green, A. (2010). Creativity in public relations (4. Baskı). CIPR.
44. Green, A. (2010). Creativity in public relations (4. Baskı). CIPR.
45. Harrington, J. (2018). Elephant hologram appears in London for WWF campaign. PRweek. 17.08.2023 tarihinde https://www.prweek.com/article/1495257/elephant-hologram-appears-london-wwf-campaign adresinden erişilmiştir.
46. Harrington, J. (2018). Elephant hologram appears in London for WWF campaign. PRweek. 17.08.2023 tarihinde https://www.prweek.com/article/1495257/elephant-hologram-appears-london-wwf-campaign adresinden erişilmiştir.
47. Hughes, C., Swaminathan, V. & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 8(5), 78–96. https:// doi.org/10.1177/002.224.2919854374
48. Hughes, C., Swaminathan, V. & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 8(5), 78–96. https:// doi.org/10.1177/002.224.2919854374
49. Koestler, A. (1996). The act of creation hutchinson. A Masterpiece.
50. Koestler, A. (1996). The act of creation hutchinson. A Masterpiece.
51. Lee, Y. H. & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research, 26(2), 156–169.
52. Lee, Y. H. & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research, 26(2), 156–169.
53. Marketing Türkiye. (2022). Halkla ilişkiler değişim sınavını geçti, sıra markalarda. 07.08.2023 tarihinde https:// www.marketingturkiye.com.tr/koseyazilari/markalar-degisim/ adresinden erişilmiştir.
54. Marketing Türkiye. (2022). Halkla ilişkiler değişim sınavını geçti, sıra markalarda. 07.08.2023 tarihinde https:// www.marketingturkiye.com.tr/koseyazilari/markalar-degisim/ adresinden erişilmiştir.
55. Martindale, C. (1989). Handbook of creativity. R. R. J. A. Glover (Ed.), Personality, situation, and creativity içinde (ss. 211-232). Plenum Press.
56. Martindale, C. (1989). Handbook of creativity. R. R. J. A. Glover (Ed.), Personality, situation, and creativity içinde (ss. 211-232). Plenum Press.
57. Melumed, S. & Meyer, R. (2020). Full disclosure: How smartphones enhance consumer self-disclosure. Journal of Marketing, 84(3), 28-45. https://doi.org/10.1177/002.224.2920912732
58. Melumed, S. & Meyer, R. (2020). Full disclosure: How smartphones enhance consumer self-disclosure. Journal of Marketing, 84(3), 28-45. https://doi.org/10.1177/002.224.2920912732
59. Men, L. R. & Yue, C. A. (2019). Creating a positive emotional culture: Effect of internal communication and impact on employee supportive behaviors. Public Relations Review, 45(3), 1-10. https://doi. org/10.1016/j.pubrev.2019.03.001
60. Men, L. R. & Yue, C. A. (2019). Creating a positive emotional culture: Effect of internal communication and impact on employee supportive behaviors. Public Relations Review, 45(3), 1-10. https://doi. org/10.1016/j.pubrev.2019.03.001
61. Mentionlytics. (2023). PR campaign: Best examples and practices for 2024 [+ free PR campaign checklist]. 09.08.2023 tarihinde https://www.mentionlytics.com/blog/pr-campaign/ adresinden erişilmiştir.
62. Mentionlytics. (2023). PR campaign: Best examples and practices for 2024 [+ free PR campaign checklist]. 09.08.2023 tarihinde https://www.mentionlytics.com/blog/pr-campaign/ adresinden erişilmiştir.
63. Modig, E. & Dahlen, M. (2019). Quantifying the advertising creativity assessments of consumers versus advertising professionals. Journal of Advertising Research, 60(1), 1–14. https://doi.org/10.2501/JAR-2019-009
64. Modig, E. & Dahlen, M. (2019). Quantifying the advertising creativity assessments of consumers versus advertising professionals. Journal of Advertising Research, 60(1), 1–14. https://doi.org/10.2501/JAR-2019-009
65. Mumford, M. D., Medeiros, K. E. & Partlow, P. (2012). Creative thinking: Processes, strategies, and knowledge. The Journal of Creative Behavior, 46(1), 30–47. https://doi.org/10.1002/jocb.003
66. Mumford, M. D., Medeiros, K. E. & Partlow, P. (2012). Creative thinking: Processes, strategies, and knowledge. The Journal of Creative Behavior, 46(1), 30–47. https://doi.org/10.1002/jocb.003
67. Pazarlamasyon. (2018). Deliveroo, hamburgerlerden oluşan bir reklam panosu yapacak. 17.08.2023 tarihinde https://www.pazarlamasyon.com/deliveroo-hamburgerlerden-olusan-bir-reklam-panosu-yapacak adresinden erişilmiştir.
68. Pazarlamasyon. (2018). Deliveroo, hamburgerlerden oluşan bir reklam panosu yapacak. 17.08.2023 tarihinde https://www.pazarlamasyon.com/deliveroo-hamburgerlerden-olusan-bir-reklam-panosu-yapacak adresinden erişilmiştir.
69. Pazarlamasyon. (2023). 2022’de medya ve reklam yatırımları yüzde 90 arttı. 17.08.2023 tarihinde https://www. pazarlamasyon.com/2022-de-medya-ve-reklam-yatirimlari-yuzde-90-artti adresinden erişilmiştir.
70. Pazarlamasyon. (2023). 2022’de medya ve reklam yatırımları yüzde 90 arttı. 17.08.2023 tarihinde https://www. pazarlamasyon.com/2022-de-medya-ve-reklam-yatirimlari-yuzde-90-artti adresinden erişilmiştir.
71. Pieters, R., Warlop, L. & Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765–781. https://doi. org/10.1287/mnsc.48.6.765.192
72. Pieters, R., Warlop, L. & Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765–781. https://doi. org/10.1287/mnsc.48.6.765.192
73. Provoke Media Raporu. (2022). Creativity in PR 2022. 17.08.2023 tarihinde https://www.slideshare.net/ ArunSudhaman/creativity-in-pr-2022pdf adresinden erişilmiştir.
74. Provoke Media Raporu. (2022). Creativity in PR 2022. 17.08.2023 tarihinde https://www.slideshare.net/ ArunSudhaman/creativity-in-pr-2022pdf adresinden erişilmiştir.
75. Reinartz, W. & Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6), 106–120.
76. Reinartz, W. & Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6), 106–120.
77. Rosengren, S. & Dahlen, M. (2015). Exploring advertising equity: How a brand’s past advertising may affect consumer willingness to approach its future ads. Journal of Advertising, 44(1), 1–13. https://doi.org/10 .1080/00913.367.2014.961666
78. Rosengren, S. & Dahlen, M. (2015). Exploring advertising equity: How a brand’s past advertising may affect consumer willingness to approach its future ads. Journal of Advertising, 44(1), 1–13. https://doi.org/10 .1080/00913.367.2014.961666
79. Rosengren, S., Eisend, M., Koslow, S. & Dahlen, M. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6), 39-56. https://doi.org/10.1177/002.224.2920929288
80. Rosengren, S., Eisend, M., Koslow, S. & Dahlen, M. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6), 39-56. https://doi.org/10.1177/002.224.2920929288
81. Seelig, T. (2012). InGenius: A crash course on creativity. HarperOne.
82. Seelig, T. (2012). InGenius: A crash course on creativity. HarperOne.
83. Shalley, C. E. (1995). Effects of coaction, expected evaluation, and goal setting on creativity and productivity. Academy of Management Journal, 38, 483-503.
84. Shalley, C. E. (1995). Effects of coaction, expected evaluation, and goal setting on creativity and productivity. Academy of Management Journal, 38, 483-503.
85. Singer, M. & McCallum, R. (2023). Deloitte creativity as a force for growth. Deloitte. 15.08.2023 tarihinde https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing- trends/2023/creativity-to-solve-marketing-challenges.html adresinden erişilmiştir.
86. Singer, M. & McCallum, R. (2023). Deloitte creativity as a force for growth. Deloitte. 15.08.2023 tarihinde https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing- trends/2023/creativity-to-solve-marketing-challenges.html adresinden erişilmiştir.
87. Skoko, B. & Gluvacevic, D. (2020). Creativity in public relations: The case from Croatia – How to make the history of the ınsurance company “cool”. Intechopen. 28.12.2023 tarihinde https://www.intechopen. com/chapters/73320 adresinden erişilmiştir.
88. Skoko, B. & Gluvacevic, D. (2020). Creativity in public relations: The case from Croatia – How to make the history of the ınsurance company “cool”. Intechopen. 28.12.2023 tarihinde https://www.intechopen. com/chapters/73320 adresinden erişilmiştir.
89. Smith, R., Chen, J. & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47–61. https://doi.org/10.2753/JOA0091.336.7370404
90. Smith, R., Chen, J. & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47–61. https://doi.org/10.2753/JOA0091.336.7370404
91. Startrocket. (t. y.). Mission. 11.08.2023 tarihinde https://startrocket.me/ adresinden erişilmiştir.
92. Startrocket. (t. y.). Mission. 11.08.2023 tarihinde https://startrocket.me/ adresinden erişilmiştir.
93. Statista. (2022). Advertising spending in selected markets worldwide in 2022. 17.08.2023 tarihinde https://www. statista.com/forecasts/1380173/ad-spending-markets-worldwide adresinden erişilmiştir.
94. Statista. (2022). Advertising spending in selected markets worldwide in 2022. 17.08.2023 tarihinde https://www. statista.com/forecasts/1380173/ad-spending-markets-worldwide adresinden erişilmiştir.
95. Stein, M. (1963). Creativity in a free society. Educational Horizons, 41(4), 115-130.
96. Stein, M. (1963). Creativity in a free society. Educational Horizons, 41(4), 115-130.
97. Thatcher, S. M. & Brown, S. A. (2010). Individual creativity in teams: The importance of communication media mix. Elsevier, 49, 290–300. https://doi.org/10.1016/j.dss.2010.03.004
98. Thatcher, S. M. & Brown, S. A. (2010). Individual creativity in teams: The importance of communication media mix. Elsevier, 49, 290–300. https://doi.org/10.1016/j.dss.2010.03.004
99. Till, B. & Baack, D. (2005). Recall and persuasion: Does creative advertising matter?. Journal of Advertising, 34(3), 47–57. https:/doi.org/10.1080/00913.367.2005.10639201
100. Till, B. & Baack, D. (2005). Recall and persuasion: Does creative advertising matter?. Journal of Advertising, 34(3), 47–57. https:/doi.org/10.1080/00913.367.2005.10639201
101. West, D., Koslow, S. & Kilgour, M. (2019). Future directions for advertising creativity research. Journal of Advertising, 48(1), 102–14. https://doi.org/10.1080/00913.367.20191585307
102. West, D., Koslow, S. & Kilgour, M. (2019). Future directions for advertising creativity research. Journal of Advertising, 48(1), 102–14. https://doi.org/10.1080/00913.367.20191585307
103. Yang, X. & Smith, R. E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity. Marketing Science, 28(5), 935–49. https://doi.org/10.1287/mksc.1080.0460
104. Yang, X. & Smith, R. E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity. Marketing Science, 28(5), 935–49. https://doi.org/10.1287/mksc.1080.0460
105. Zhou, J. & Hoever, I. J. (2014). Research on workplace creativity: A review and redirection. Annual Review of Organizational Psychology & Organizational Behavior, 1, 333-359. https://doi.org/10.1146/annurev- orgpsych-031.413.091226
106. Zhou, J. & Hoever, I. J. (2014). Research on workplace creativity: A review and redirection. Annual Review of Organizational Psychology & Organizational Behavior, 1, 333-359. https://doi.org/10.1146/annurev- orgpsych-031.413.091226