The Seminar Programme : Themes, Identity, And Structure And The Tension Between Suits And Creatives

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When collectively examining the eighteen articles in the seminar programme, themes emerge from subsets of articles. Here, the term ‘theme’ refers to recurring topics or ideas. Three themes refer to methodology, origin, and structure, and three themes involve content. The latter are as follows: advertising effectiveness, understanding creativity and creatives, and the tension between suits and creatives. In identifying these themes, several lessons should be incorporated into practice and future academic research. For the sake of brevity, articles will be referred to by their authors and years, rather than by name.

Methodologically, the articles largely rely on qualitative data, from surveys to reviews of academic literature to interviews with advertising practitioners and clients. Mark A.P. Davies and Dayananda Palihawadana (2006); Delphine Manceau and Elisabeth Tissier-Desbordes (2006); Dale F. Duhan and Kåre Sandvik (2009); Scott Koslow, Sheila L. Sasser and Edward A. Riordan (2006); and Karen Nelson-Field and Gavin Klose (2010) utilize questionnaires and surveys. Mark W. Stuhlfaut (2011); Emma H. Wood, and Anthony, Parsons (2008); Alexandra J. Kenyon; Bobby J. Calder and Edward C. Malthouse (2005); and David S. Waller (2010) review academic literature. Charlotte McLeod and Barbara Townley (2009); Charlotte McLeod, Stephanie O 'Donohoe and Barbara Townley (2011); Christopher E. Hackley (2003); Christopher E. Hackley and Arthur J. Kover (2007); Aidan Kelly, Katrina…

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