Department: Marketing and Management
Project Name: SQUIZ / Macquarie University Scholarship
Good or Bad Client, You Still Have to Do Good Work:Using Creative Thinking Techniques in “Paid” and “Owned” Media
Recent research in advertising creativity has considered the role of clients, and if they inhibit creative work. Do clients who are not open to exploring for the best work usually get the work they “deserve” (Koslow, Sasser Riordan 2006)? Although this can be demotivating, the challenges is that agencies still need to do quality work regardless of the client’s openness. To overcome the motivation effects of clients, one option is to use divergent thinking techniques. These techniques should enhance the creative quality of work when the motivation of creatives is low. Experiments are performed on working advertising creatives, manipulating the quality of the client and use of divergent thinking techniques. The context for data collection is both creatives in traditional advertising agencies (e.g., “paid” media) but also web designers in new media like webpages (e.g., “owned” media). The thesis is divided into three papers, and the first one proposes a theory of creative thinking techniques using rhetoric theory. The second paper is empirical and deals with the role of clients in the production of “owned” and “paid” media and the third examines the interaction of creative thinking techniques and media usage.
This scholarship is available for both domestic and international students for up to four years (one year for MRes and three years for PhD).
To be eligible for a scholarship, applicants are expected to have a record of excellent academic performance and preferably, additional relevant research experience and/or peer-reviewed research activity, awards and/or prizes in line with the University’s scholarship rating guidelines. Refer to the Rating Scholarship Applicants section for more information about these guidelines.
The applications for this scholarship will be considered by a selection panel consisting of a SQUIZ representative, Professor Koslow and relevant other academic staff.
Macquarie University will advise the successful applicant of entitlements at the time of scholarship offer.
Please quote the allocation number on your application.