Judging the advertising creativity: A study on the Turkish advertising sector

Advertising creativity has always been an interesting topic but not in the academic literature. The studies on the measurement of advertising creativity have developed different viewpoints for the factors forming the advertising creativity. This study aims to clarify the factors which the Turkish advertising sector is using to judge the advertising creativity. Expert panels with the academics and advertising professionals and creative commercial investigations are used to gain a foresight on the factors. The interviews with the advertising agency creative directors and advertisers show that Turkish advertising sector uses three divergence and five appropriateness factors to judge advertising creativity. Research also elucidates that some factors in the literature are not used and some have different definitions in the Turkish advertising sector.