News release from Worshipful Company of Marketors

July 2008

Research into Creativity in Advertising

Is marketing strategy sacrificed to creativity in advertising asks award winning research study

Research into Creativity in Advertising has won a prestigious award from the Marketors for Tracey Oliveira from Texas.

Having originally studied industrial/organisational psychology, followed by ten years’ work experience, Tracey undertook the Masters course in Marketing Management at the University of Westminster. She was awarded £1000 bursary for her MA research project by the livery company for marketing professionals, the Worshipful Company of Marketors, whose aims include the promotion of excellence in marketing.

Tracey’s study focussed on the extent to which marketing managers sacrifice strategy for creativity when choosing advertising campaigns.

The criteria for evaluating successful advertising campaigns were product uniqueness, competition, agency-client relationship, media selection, nature of the market, financial and managerial resources, marketing objectives, message and creativity, and market research.

This study confirmed that marketing managers believe both strategy and creativity are a priority when evaluating advertising campaign suggestions; however, they value appropriateness over originality. Also, marketing managers believe successful campaigns are due to strategy more than creativity, albeit only slightly.

‘Measuring creativity is difficult,’ Tracey commented, ‘and the perceptions of creativity vary depending on who you ask. Nonetheless, its importance in advertising has been noted and the need to align creativity with overall marketing strategy is necessary for effective advertising outcomes, While some level of outcome uncertainty will always exist in the advertising creative decision, every little bit of help counts considering the large amounts of money spent on advertising.’

On receiving her award from the Marketors, Mrs. Oliveira said ‘It is an amazing feeling to be recognized by a well-regarded marketing organization for work on a topic that I am very interested in and enjoyed researching’

Focusing her future on consultant marketing, Tracey is currently working for Argus Advisory Group, Inc. as a strategic marketing consultant in Houston, Texas, where she lives with her husband Joaquin and is expecting their first child.

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Issued on behalf of The Worshipful Company of Marketors
By Shirley Barnett 0208 202 7821 prprojects [Email: prprojects #AT# aol.com - replace #AT# with @]

Tracey Oliveira

Background for Editors:

The Worshipful Company of Marketors is one of more than 100 Livery Companies based in the City of London, which originally developed as Guilds to protect their members and maintain the standards of their trades. Some current Livery Companies were founded over 700 years ago.

The Marketors is one of the modern Livery Companies, having been granted full Livery status in 1978: it is 90th in the Roll of Livery Companies. The Company’s mission is to promote excellence in marketing practice and education, support for the interests of ‘The City’ as well as fellowship amongst its members. This it does through its extensive programme of Marketors’ Awards through its Charitable and Educational Trust, annual City Lecture, Think Tank seminars and the many activities carried out by members of the Livery under the guidance each year of the Master of the Company.

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