Nelson-Field And Klose

1099 Words 5 Pages
Less explicitly, Beard (2008) also underscores advertising effectiveness. However, Beard (2008) judges effectiveness based on consumer response, analyzing what products and advertising characteristics offend consumers. Like Binet and Field (2009), Beard derives categories and variables from a database: the Advertising Standards Authority of New Zealand’s index of consumer complaints regarding advertising. Beard (2008) concludes that offensive themes are more offensive than products, services, or ideas, with some themes as rated more offense than other themes, and the form of advertising, whether intrusive or not, greatly impacts offensiveness (with intrusive being more offense than other forms of advertisement delivery). Although this article …show more content…
In the opening of the article, the authors acknowledge a lack of ‘credible’ evidence on social media, creating a conflicting effect. A lack of support weakens their findings, but also signifies the importance of exploring this unstudied area. This research is primarily a review of past literature and current practice, emphasizing the inadequacy of both. Notably, Nelson-Field and Klose (2010) propose multiple metrics for measuring the success of social media advertising, including profitability, reach, and engagement. The article concludes with ‘practitioner advice’, despite being grounded in theoretical work and opinion pieces (Nelson-Field & Klose, 2010:p.9). This lack of observational or practical evidence suggests that further research should be performed on this ‘advice’ before it can be considered effective for …show more content…
The latter will be covered in relation to theme three. Using Amabile’s (1996) Componential Model of Creativity and questionnaires for advertising personnel, the article develops derived primary scales for measuring creativity: originality, artistry, and strategy (Koslow, Sasser & Riordan, 2006:p.92). This approach is useful for gathering empirical data on creativity in advertising agencies. Outside of client-related factors, time pressure and the availability of consumer research greatly affected creativity. These results, while limited in scale and scope, appear useful for practitioners as they are derived from observational research and

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