The priming effect of competitor product information on advertising creativity

This article examines the manner in which advertising creativity may be influenced by "near" primes in the form of competitor product information that is presented at the briefing stage of engagement with a client.

Corresponding author:

Mark Brown, Business School, The University of Queensland, St Lucia, Brisbane, QLD 4072, Australia. Email: m.brown@business.uq.edu.au

Introduction

Creativity is important for brands and advertising agencies. It has been estimated that as much as a third of the variance in advertising effectiveness derives from the creativity of a brand's advertising communications (Koslow, 2015), while agencies