[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-237848-105":53,"doc-detail-237848-en":126},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":119,"head_meta":121,"extra_data":123,"updated_unix":125},105,"en","creative-performance-in-professional-advertising-development-the-role-of-ideation-templates-consumer-insight-and-intrinsic-motivation","Creative performance in professional advertising development - The role of ideation templates, consumer insight, and intrinsic motivation","","To develop more creative advertising, scholars advocate ideation techniques and the Templates method is among the most strongly supported. This research examines the efficacy of Templates and compares it with other creative ideation approaches. Two studies are presented: one has professional advertising creatives use specific Templates; the other tests whether mere knowledge of Templates improves ideation. 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This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.  \nKeywords Advertising creativity · Templates · Ideation techniques · Advertising development  \nIntroduction  \nIf highly creative advertising is a valuable tool in marketing (Rosengren et al. , 2020), how can marketers obtain more creative ads? Although some may think that the advertising creative process is shrouded in mystery, professional creatives appear to use various heuristics to generate creative  \nHai Che served as Area Editor for this article.  \n* Scott Koslow [scott.koslow@mq.edu.au](scott.koslow@mq.edu.au)  \nAlexander Tevi  \n[alexander.tevi@newcastle.ac.uk](alexander.tevi@newcastle.ac.uk)  \nJohn Parker  \n[john.parker@sydney.edu.au](john.parker@sydney.edu.au)  \nLawrence Ang  \n[lawrence.ang@mq.edu.au](lawrence.ang@mq.edu.au)  \n1 Newcastle University Business School, 5 Barrack Road, Newcastle Upon Tyne, UK  \n2 Macquarie University Business School, Balaclava Road, Macquarie Park, NSW 2109, Australia  \n3 The University of Sydney, Discipline of Marketing, University of Sydney Business School, Sydney, Australia  \nadvertising executions (e.g. , Pricken, 2008 ; Ramakrishnan & McCracken, 2022) . Academics who study those highly creative ads have empirically identified deep abstract patterns they call Templates (Goldenberg et al. , 1999a) . It is inferred that professional creatives should mimic Templates to develop better ads (Goldenberg & Mazursky, 2008) . Several key questions therefore emerge: does following the Templates method improve the creativity of advertising? If so, under what conditions does it work? Of course, other marketing creativity domains—notably new product development—struggle with the same questions (see Das et al. , 2023) and there’s a Templates method for product development as well (Goldenberg et al., 1999b) .  \nTo answer these questions, this research makes three contributions, one empirical, another conceptual and a third theoretical. The empirical contribution focuses on professional advertising creatives as participants. Striving for external validity is critical because previous evidence supporting the efficacy of creativity training comes predominately from general population and student samples with limited creative abilities (e.g. , Dahl & Moreau, 2002 ; Scott et al. , 2004 ; Toubia, 2006) . Kilgour and Koslow (2009) showed that student subjects respond to ideation methods in categorically different ways than professional creatives and the  \n","cbCaimg3U3VR7dwu","https://ap.wps.com/l/cbCaimg3U3VR7dwu","pdf",1063083,22,"English","# Abstract\n# Keywords\n# Introduction\n## Advertising creativity and ideation techniques\n## External validity and professional creatives","[{\"question\":\"What is the main purpose of this research on advertising creativity?\",\"answer\":\"The research evaluates whether the Templates method improves creative advertising development and how it compares with other ideation approaches.\"},{\"question\":\"How are the Templates method and alternatives tested in the two studies?\",\"answer\":\"One study asks professional advertising creatives to use specific Templates to develop ads, while the other checks whether knowing the Templates method improves ideation.\"},{\"question\":\"What are the key findings about originality and strategy?\",\"answer\":\"Templates improve advertising originality without harming strategy focus, while alternatives based on consumer insight or intrinsic motivation improve originality but reduce how strategy-aligned the ads are.\"}]","Creative performance in professional advertising development - The role of ideation templates, consumer insight, and intrinsic motivation | PDF",1789126749,8]