Scott Koslow
Biographic Data
| ID | 839251 |
|---|---|
| NAME | Scott Koslow |
| GIVEN NAMES | Scott |
| FAMILY NAME | Koslow |
| SIGNATURE | KOSLOW S |
| AFFILIATIONS | Macquarie University |
| ORCID | 0000-0002-3601-5197 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 21 |
| WORKS AS AUTHOR | 13 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1994 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
The creativity conundrum of advertising development
Some presume that advertising quality depends on the calibre of knowledge resources marketing clients and advertising agencies bring to the table: better information yields better creativity. Unfortunately, advertising development is not this straightforward. Although advertising agencies with access to knowledge resources can do great work, clients must also activate their agency’s dynamic capability of creativity by building strong relationship…
How Do Advertising Agencies Respond to Incentives
In advertising development, two common management practices are formal account reviews and remunerating the agency based on performance. Given the centrality of intrinsic motivation in creative processes, understanding the agency perspective of these practices is important. Indeed, the efficacy of these practices upon creative outcomes is being questioned by practitioners and remains under-researched. This article presents a mediation model of ho…
Fear in Adland
The process of buying creative advertising is often as difficult for marketing clients as it is for advertising agencies. Clients are frequently risk averse in making decisions about creative work and may favor work that is less creative and effective because it is easier to accept. Advertising agencies can also display risk aversion. Fear of losing business may cause them to pander to clients, even toning down ideas that may be the most effectiv…
Absorbing External Information
This article explores mechanisms that influence the absorption of external information within the creative advertising development process. Consumer information, in the form of consumer research or evaluations of consumer responses, is presumed to be the building block of consumer insights for agencies seeking more effective communication with consumers. Successful agencies are presumed to have the capacity to absorb consumer insights and utilize…
Who Needs Highly Creative Advertising
Although the overall effect of creativity in advertising appears positive, the moderating effect of brand familiarity is unknown. On the basis of psychological frameworks, the authors developed an eye-tracking experiment using an electronic magazine format. Creative and control advertisements were compared, and brand familiarity was manipulated. The results demonstrate how brand familiarity moderates the effects of creativity. Creative advertisin…
Message and media
This article offers a commentary on the state of advertising and media research. It suggests that the continuing evolution of media continues to disrupt advertising research and practice. The article concludes that there are some general questions about the relationships between advertising and media that are common to both tradition and digital media and that many issues that are often framed as unique to digital media, are manifestations of mor…
When Bad Is Good
There is a widely believed tradition that good or high-quality agency–client relationships make for superior advertising campaigns, with many scholars highlighting the benefits agency professionals bring to the advertising creative development process. However, not all agree, and some scholars point to a “dark side” of apparently good relationships—an alternative tradition that is based on agency theory. This approach suggests agencies can take a…
Can Personalization or Creativity Reduce Banner Blindness
Introduction Loneliness and social isolation have been identified as significant public health concerns, but improving relationships and increasing social participation may improve health outcomes and quality of life. The aim of the Project About Loneliness and Social networks (PALS) study is to assess the effectiveness and cost-effectiveness of a guided social network intervention within a community setting among individuals experiencing lonelin…
Marketer Perceptions of Client–Agency Co-Creation
Collaborative co-creation of advertising campaigns by agencies and clients is widely perceived to result in greater creativity and higher-quality advertising outcomes. This research examines three levels of collaboration in client–agency relationships. Environmental-level effects were found in that clients often had difficulty ceding control and trusting an outside agency. Yet when agencies are viewed as experts, clients come to trust them and be…
How Does Consumer Insight Support The Leap to a Creative Idea
Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap. Insight gives creative staff a license to develop emotional advertising that connects with consumers. Insight works by priming creative staff toward a human truth that holds an inherent tension that an attribute or benefit of the brand can resolve. Some primes are better than others, however. The best ones have strong…
The Creative Search for an Insight in Account Planning
In advertising agencies, insight is frequently sought to solve advertising problems. However, the ideation process of the account planner is not well understood. Viewing account planning through a lens of absorptive capacity suggests that planning is about identifying and assimilating external information about consumers for use in the creative process. Account planners thus need to search deliberately for insight and work hard to express it to t…
I Love Creative Advertising
Exploring Language Effects in Ethnic Advertising
The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising incre…
Exploring Language Effects in Ethnic Advertising
The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising incre…
Exploring Language Effects in Ethnic Advertising
The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising incre…
I Love Creative Advertising
The Creative Search for an Insight in Account Planning
In advertising agencies, insight is frequently sought to solve advertising problems. However, the ideation process of the account planner is not well understood. Viewing account planning through a lens of absorptive capacity suggests that planning is about identifying and assimilating external information about consumers for use in the creative process. Account planners thus need to search deliberately for insight and work hard to express it to t…
Marketer Perceptions of Client–Agency Co-Creation
Collaborative co-creation of advertising campaigns by agencies and clients is widely perceived to result in greater creativity and higher-quality advertising outcomes. This research examines three levels of collaboration in client–agency relationships. Environmental-level effects were found in that clients often had difficulty ceding control and trusting an outside agency. Yet when agencies are viewed as experts, clients come to trust them and be…
How Does Consumer Insight Support The Leap to a Creative Idea
Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap. Insight gives creative staff a license to develop emotional advertising that connects with consumers. Insight works by priming creative staff toward a human truth that holds an inherent tension that an attribute or benefit of the brand can resolve. Some primes are better than others, however. The best ones have strong…
Message and media
This article offers a commentary on the state of advertising and media research. It suggests that the continuing evolution of media continues to disrupt advertising research and practice. The article concludes that there are some general questions about the relationships between advertising and media that are common to both tradition and digital media and that many issues that are often framed as unique to digital media, are manifestations of mor…
When Bad Is Good
There is a widely believed tradition that good or high-quality agency–client relationships make for superior advertising campaigns, with many scholars highlighting the benefits agency professionals bring to the advertising creative development process. However, not all agree, and some scholars point to a “dark side” of apparently good relationships—an alternative tradition that is based on agency theory. This approach suggests agencies can take a…
Can Personalization or Creativity Reduce Banner Blindness
Introduction Loneliness and social isolation have been identified as significant public health concerns, but improving relationships and increasing social participation may improve health outcomes and quality of life. The aim of the Project About Loneliness and Social networks (PALS) study is to assess the effectiveness and cost-effectiveness of a guided social network intervention within a community setting among individuals experiencing lonelin…
Fear in Adland
The process of buying creative advertising is often as difficult for marketing clients as it is for advertising agencies. Clients are frequently risk averse in making decisions about creative work and may favor work that is less creative and effective because it is easier to accept. Advertising agencies can also display risk aversion. Fear of losing business may cause them to pander to clients, even toning down ideas that may be the most effectiv…
Absorbing External Information
This article explores mechanisms that influence the absorption of external information within the creative advertising development process. Consumer information, in the form of consumer research or evaluations of consumer responses, is presumed to be the building block of consumer insights for agencies seeking more effective communication with consumers. Successful agencies are presumed to have the capacity to absorb consumer insights and utilize…
Who Needs Highly Creative Advertising
Although the overall effect of creativity in advertising appears positive, the moderating effect of brand familiarity is unknown. On the basis of psychological frameworks, the authors developed an eye-tracking experiment using an electronic magazine format. Creative and control advertisements were compared, and brand familiarity was manipulated. The results demonstrate how brand familiarity moderates the effects of creativity. Creative advertisin…
How Do Advertising Agencies Respond to Incentives
In advertising development, two common management practices are formal account reviews and remunerating the agency based on performance. Given the centrality of intrinsic motivation in creative processes, understanding the agency perspective of these practices is important. Indeed, the efficacy of these practices upon creative outcomes is being questioned by practitioners and remains under-researched. This article presents a mediation model of ho…
The creativity conundrum of advertising development
Some presume that advertising quality depends on the calibre of knowledge resources marketing clients and advertising agencies bring to the table: better information yields better creativity. Unfortunately, advertising development is not this straightforward. Although advertising agencies with access to knowledge resources can do great work, clients must also activate their agency’s dynamic capability of creativity by building strong relationship…
Business (12 works) · Advertising (11 works) · Psychology (10 works) · Social Psychology (10 works) · Computer Science (9 works) · Creativity (8 works) · Marketing (8 works) · Marketing (7 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Creativity in Education and Neuroscience (6 works)