|Title||The Tail Wagging the Dog: To What Extent is Marketing Strategy Sacrificed for Creativity?|
|Authors||El-Murad, J. and Oliveira, T.|
This study examines the extent to which marketing managers sacrifice strategy for creativity when choosing advertising campaigns. A survey conducted with marketing managers investigated the criteria they apply when choosing between advertising creative suggestions, and the factors that they believe determine advertising campaign success. Criteria for evaluating advertising campaigns were assigned to the three scales of strategy, artistry, and originality with ‘artistry’ and ‘originality’ together comprising the ‘creativity’ component. Success factors related to product uniqueness, competition, the agency-client relationship, media selection, the nature of the market, financial and managerial resources, marketing objectives, message and creativity, and market research: 36 items for the 9 factors. The study confirmed that although marketing managers consider both strategy and creativity important when evaluating advertising campaign suggestions, they value appropriateness over originality. They believe their past successful campaigns were primarily the result of good strategy rather than of superior creativity, and do not admit to having been persuaded to abandon strategy by an agency’s winning creative idea. Whilst younger, more educated but less experienced marketing managers are more influenced by superior creative ideas, more experienced marketing managers are less prone to be swayed by these and are more inclined to adhere to agreed strategy.
|Keywords||Advertising, Creativity, Marketing strategy, Marketing|
|Conference||2015 AMS World Marketing Congress - Academy of Marketing Science|
|Accepted author manuscript|