Although I have published in the areas of Omnichannel Retailing and Social Media, I am primarily a creativity researcher with my initial work focused on mapping out the creative thinking process. Recently this has led me to extend my research to re-look at models of creative motivation, and innovation processes. To ensure the work remains relevant I use industry samples and experts to provide insight and validate my research. I am always happy to chat with people, in both academia and industry, about creative thinking processes.
... 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. ... more ... 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Dealing with the Competition. 10. ...
New Zealand’s economy is highly dependent on its agricultural sector (dairy, beef and sheep farmi... more New Zealand’s economy is highly dependent on its agricultural sector (dairy, beef and sheep farming). Agriculture accounts directly for approximately 4.5% of the economy’s real GDP and contributes over 50% of the total export earnings (The Treasury, 2014). Despite this, there has been a steady decline in New Zealand’s market share in the global meat market, with a ten year meat production growth rate, between 2001 -2011, of -0.2% (Coriolis, 2014). This highlights the need for New Zealand to have a defined business growth strategy in order to increase its market share. According to The Epoch Times, the Halal food industry is estimated to be worth $2.1 trillion worldwide, while the United Kingdom Halal meat market is estimated to be worth £3 billion (Morrison, 2014). This paper undertook a survey to analyse the demand characteristics of Muslim consumers of New Zealand Halal meat in the United Kingdom. The results showed that awareness, availability, transparency and, most importantly,...
This article replicates the role clients play in their agency's advertising development proce... more This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.
Research often emphasizes that creativity is the most critical element for advertising effectiven... more Research often emphasizes that creativity is the most critical element for advertising effectiveness in the marketplace (Ang et al., 2007; West et al., 2008; El-Murad and West, 2004; Smith et al., 2007). Given its importance it is not surprising that there has been an exponential growth in creativity research (Sasser and Koslow, 2008a). This research includes influences on audience members’ processing (Goldenberg and Mazursky, 2008; Ang et al., 2007; Smith et al., 2007; Pieters et al., 1999), creative template techniques (Goldenberg et al., Solomon, 1999), remote conveying (Rossiter, 2008) or other approaches (West et al., 2008; Kover, 1995). Social environment impacts on advertising creativity (Li et al., 2008), and client organizational influences on creativity (Sasser and Koslow, 2008a; Koslow et al., 2006) have also been studied.
ABSTRACT Creativity in advertising is a balancing act. Marketers say they want greater creativity... more ABSTRACT Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns. So, when is highly creative advertising really needed, and when is it most appropriate? Why are clients "risk averse" as they avoid taking chances when times are good and should "breakthrough" advertising air during good and bad times? Copy testing and the impact of organizational politics on creative campaigns are key factors. The client's openness to new ideas was examined as a conditional variable across 1,125 advertising campaigns reported by 408 advertising agency subjects.
ABSTRACT Given the creativity inherent in advertising, one useful measure of creativity may be th... more ABSTRACT Given the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as indicators of exemplary creative work, there is surprisingly little research as to what creative elements they actually represent. Senior agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of creativity award recognition are usually highly original. Yet, most award-winning work is rarely regarded as being highly strategic. The results indicate that this originality bias contained in award-winning advertisements may limit their usefulness as proxy measures of creativity. Although the originality aspect of creativity is reflected, strategy and appropriateness are not adequately, nor proportionately considered. Implications for the use of creativity awards by researchers, as well as managerial issues, are discussed.
... 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. ... more ... 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Dealing with the Competition. 10. ...
New Zealand’s economy is highly dependent on its agricultural sector (dairy, beef and sheep farmi... more New Zealand’s economy is highly dependent on its agricultural sector (dairy, beef and sheep farming). Agriculture accounts directly for approximately 4.5% of the economy’s real GDP and contributes over 50% of the total export earnings (The Treasury, 2014). Despite this, there has been a steady decline in New Zealand’s market share in the global meat market, with a ten year meat production growth rate, between 2001 -2011, of -0.2% (Coriolis, 2014). This highlights the need for New Zealand to have a defined business growth strategy in order to increase its market share. According to The Epoch Times, the Halal food industry is estimated to be worth $2.1 trillion worldwide, while the United Kingdom Halal meat market is estimated to be worth £3 billion (Morrison, 2014). This paper undertook a survey to analyse the demand characteristics of Muslim consumers of New Zealand Halal meat in the United Kingdom. The results showed that awareness, availability, transparency and, most importantly,...
This article replicates the role clients play in their agency's advertising development proce... more This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.
Research often emphasizes that creativity is the most critical element for advertising effectiven... more Research often emphasizes that creativity is the most critical element for advertising effectiveness in the marketplace (Ang et al., 2007; West et al., 2008; El-Murad and West, 2004; Smith et al., 2007). Given its importance it is not surprising that there has been an exponential growth in creativity research (Sasser and Koslow, 2008a). This research includes influences on audience members’ processing (Goldenberg and Mazursky, 2008; Ang et al., 2007; Smith et al., 2007; Pieters et al., 1999), creative template techniques (Goldenberg et al., Solomon, 1999), remote conveying (Rossiter, 2008) or other approaches (West et al., 2008; Kover, 1995). Social environment impacts on advertising creativity (Li et al., 2008), and client organizational influences on creativity (Sasser and Koslow, 2008a; Koslow et al., 2006) have also been studied.
ABSTRACT Creativity in advertising is a balancing act. Marketers say they want greater creativity... more ABSTRACT Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns. So, when is highly creative advertising really needed, and when is it most appropriate? Why are clients "risk averse" as they avoid taking chances when times are good and should "breakthrough" advertising air during good and bad times? Copy testing and the impact of organizational politics on creative campaigns are key factors. The client's openness to new ideas was examined as a conditional variable across 1,125 advertising campaigns reported by 408 advertising agency subjects.
ABSTRACT Given the creativity inherent in advertising, one useful measure of creativity may be th... more ABSTRACT Given the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as indicators of exemplary creative work, there is surprisingly little research as to what creative elements they actually represent. Senior agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of creativity award recognition are usually highly original. Yet, most award-winning work is rarely regarded as being highly strategic. The results indicate that this originality bias contained in award-winning advertisements may limit their usefulness as proxy measures of creativity. Although the originality aspect of creativity is reflected, strategy and appropriateness are not adequately, nor proportionately considered. Implications for the use of creativity awards by researchers, as well as managerial issues, are discussed.
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Papers by Mark Kilgour