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Creative management: Innovation in measuring advertising creative attributesm

Malaysian Technical Universities Conference on Engineering and Technology (MUCET) 2012 organised by technical universities under the Malaysian Technical Universities Network (MTUN), 20th - 21st November 2012 at Hotel Seri Malaysia, Kangar, Perlis.

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Bibliographic Details
Main Authors: Mastika, Lamat, Muhammad Firdaus, Abong Abdullah
Format: Working Paper
Language:English
Published: Malaysian Technical Universities Network (MTUN) 2013
Subjects:
Creative
Advertising creativity
Measuring
Measuring tool
Online Access:http://dspace.unimap.edu.my/xmlui/handle/123456789/30613
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spelling my.unimap-306132013-12-19T11:02:57Z Creative management: Innovation in measuring advertising creative attributesm Mastika, Lamat Muhammad Firdaus, Abong Abdullah Creative Advertising creativity Measuring Measuring tool Malaysian Technical Universities Conference on Engineering and Technology (MUCET) 2012 organised by technical universities under the Malaysian Technical Universities Network (MTUN), 20th - 21st November 2012 at Hotel Seri Malaysia, Kangar, Perlis. Is creativity important element in an advertisement? According to Smith and White (2001), the concept of advertising creativity is generally viewed from the perspective of the advertising professional. This is an interesting fact, as the research suggests that the general public define creativity differently to that of the advertising professionals.Creativity is a difficult topic to study via traditional social science techniques. By its very nature, creativity defies measurement(Zinkhan, 1993). However, creativity has traditionally been shaped by four Ps: psychology, process, place and product (West, 2003). The psychology of creativity relates to character, motivation, risk-taking and philosophy; the associative process is the ability to fuse remote ideas seamlessly(West, 2003) by a process of creative work which allows ideas to be incubated, illuminated and verified. Edward de Bono (1992), who is considered an authority in the field, agrees about the ambiguous nature of the wordsCreative and Creativity.This paper aimed to investigate the creative attributes in advertising as a measurement of the creative success. In order to accomplish this objective, data were collected through an experiment so that the derived hypotheses, aiming to measure significant mean difference between creative attributes, could be tested. Various statistical tests are available for measuring significant mean differences, such as the t-test, Analysis of Variance(ANOVA) and Multivariate Analysis of Variance MANOVA) (Sekaran, 2000).R 2013-12-19T11:02:56Z 2013-12-19T11:02:56Z 2012-11-20 Working Paper p. 679-686 http://hdl.handle.net/123456789/30613 en Proceedings of the Malaysian Technical Universities Conference on Engineering and Technology (MUCET) 2012; Malaysian Technical Universities Network (MTUN)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Creative
Advertising creativity
Measuring
Measuring tool
spellingShingle Creative
Advertising creativity
Measuring
Measuring tool
Mastika, Lamat
Muhammad Firdaus, Abong Abdullah
Creative management: Innovation in measuring advertising creative attributesm
description Malaysian Technical Universities Conference on Engineering and Technology (MUCET) 2012 organised by technical universities under the Malaysian Technical Universities Network (MTUN), 20th - 21st November 2012 at Hotel Seri Malaysia, Kangar, Perlis.
format Working Paper
author Mastika, Lamat
Muhammad Firdaus, Abong Abdullah
author_facet Mastika, Lamat
Muhammad Firdaus, Abong Abdullah
author_sort Mastika, Lamat
title Creative management: Innovation in measuring advertising creative attributesm
title_short Creative management: Innovation in measuring advertising creative attributesm
title_full Creative management: Innovation in measuring advertising creative attributesm
title_fullStr Creative management: Innovation in measuring advertising creative attributesm
title_full_unstemmed Creative management: Innovation in measuring advertising creative attributesm
title_sort creative management: innovation in measuring advertising creative attributesm
publisher Malaysian Technical Universities Network (MTUN)
publishDate 2013
url http://dspace.unimap.edu.my/xmlui/handle/123456789/30613
_version_ 1643795592514633728
score 13.214268

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