Abstract:

Advertising is a marketing communication tool that everybody talks on, evaluates and has opinions about whether it is creative or not. People can have different opinions about an advertisement's creativity and judge it as creative or ordinary. On the other hand, the factors for judging the advertisements from the perspective of creativity can't be expressed clearly. The advertising creativity is a hard topic to investigate and it is not a popular research area for the academic literature. The studies on the measurement of advertising creativity have developed different viewpoints for the factors forming the advertising creativity. This study aims to clarify the difference factors which the Turkish advertising sector is using to judge the advertising creativity. Expert panels with the academics and advertising professionals and creative commercial investigations are used to gain a foresight on the factors. After the preliminary investigations, the in-depth interviews with the advertising agency creative directors and advertisers show that Turkish advertising sector uses three difference factors to judge the advertising creativity. Research also elucidates that some factors in the literature are not used and some have different definitions in the Turkish advertising sector.

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