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This article presents a brief discussion of creativity in advertising, along with some current views of advertisers which seem to infer that advertising agencies can be induced to be more creative through incentive programmes. One implication, of this is that creativity can be ‘bought’. The article then explores the idea that television commercial popularity—a proxy for what some advertisers consider to be creative advertising—may be related to advertising expenditures. The statistical results support such a relationship. Finally, a content analysis of the attributes of the most popular television advertisements is presented.
Jack A. Bell (Wed,) studied this question.