I would like to measure creativity in online advertising for some domains like healthcare and higher education. Some papers related to this would be appreciated. Or if there is some validated instrument. Thank you.
Thank you.
Are there any applications able to evaluate the content of the messages (competition messages).
You're seeking to measure something that is inherently subjective, which is difficult. For something to be "creative" you first need to define what is "standard," and do so in a way that is convincing to your readers/reviewers.
One approach to consider is to collect similarity judgements on a set of advertisements. Say you have a set of 3 advertisements: A, B, and C. You would ask respondents how similar A is to B, A is to C, and B is to C. (Your set would be much bigger and necessarily have more combinations). You can then use multidimensional scaling (see link) to detect the dimensions people notice. You would then hope/need to make the case that one of those dimensions is "creativity." Justifying that would depend on which set of advertisements you chose and why.
http://en.wikipedia.org/wiki/Multidimensional_scaling
Yes, you are perfectly right! I am trying to find out what is the place and purpose of creativity in marketing in general and online marketing in particular. Thank you for the answer!
If you want quantitative data, survey methodology may be the best using Likert scales. However, I would triangulate results with qualitative methods such as interviews or focus groups. I assume there are instruments in advertising or marketing research that could be adapted for your work.
Creativity in advertising is a combination of at least two factors: is it original enough that it is different (divergent from other ads) and is relevant to the persons schema (social, emotional, psychological, etc). An ad that is not relevant to the person will not be perceived as creative (even if the agency won an award with the ad, the audience has to 'get it'). So you have to measure the responses to each of these elements to assess creativity.
El-Murad, J., & West, D. C. (2004). The definition and measurement of creativity: what do we know? Journal of Advertising Research, 44(02), 188-201.
Smith, R. E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1-2), 31-58.
Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M., & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing science, 26(6), 819-833.
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