Factors of Creativity in Marketing Agencies (Conference presentation)
Tomovska-Misoska A./ Petrovska I./ Bojadziev, M.
Nowadays when we are bombarded with more than 1,600 messages a day, it is of a great importance to
advertising agencies to be more creative and to develop unique and creative advertising campaigns that will differ and
come out from the messages clutter of the media. As such the nature of the work calls for creativity of the employees and
creativity is of paramount importance to marketing and advertising agencies. Therefore a number of authors point to the
importance of enhancing work creativity to enhance organizational performance.
However creativity is connected to and influenced by a number of variables. In an attempt to understand the determinants
of creativity this papers employs the methodology developed by Grant and Berry (2011). This paper tests the assumption
that creativity is influenced by the intrinsic motivation of the employees. Furthermore the paper also hypothesizes that this
connection is moderated by prosocial motivation. The model is tested using a sample of employees in marketing agencies in
the Balkan countries.
This paper will be of assistance to the marketing agencies and the science of marketing creativity, providing data which
factors are having the biggest influence in the agency for creating better working conditions and better creative marketing
agencies.
Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
Keywords: | Creativity;Organizational Performance;motivation and marketing / advertising agency;Δημιουργικότητα;Απόδοση οργανωτικότητας;Πρακτορείο κινήτρων και μάρκετινγκ / διαφήμιση |
Citation: | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece |
Description: | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 |
URI: | http://195.251.240.227/jspui/handle/123456789/1210 |
Publisher: | Bucks New University Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing |
Appears in Collections: | ICCMI (2012) |
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