43. 2-1: How can we test for high creativity and for the potential success of creative ideas in advertising? Artwork

JCIRA: Curious and Interesting

You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.

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JCIRA: Curious and Interesting

43. 2-1: How can we test for high creativity and for the potential success of creative ideas in advertising?

May 03, 2022 • Sukki Yoon • Season 43 • Episode 2

John R. Rossiter (2022) Creativity in Advertising: How to Test for Highly Creative Individuals, How to Generate Alternative Creative Ideas, and How to Pretest Them, Journal of Current Issues & Research in Advertising, 43:2, 123-136, DOI: 10.1080/10641734.2021.2010245