ADVERTISING CREATIVITY: A STUDY OF ADVERTISING AGENCIES IN INDIA Thesis SUBMITTED FOR THE AWARD OF DEGREE OF Doctor of Philosophy In Business Administration By Hannah Hameed Under the Supervision of Dr. Bilal Mustafa Khan DEPARTMENT OF BUSINESS ADMINISTRATION ALIGARH MUSLIM UNIVERSITY ALIGARH-202002 (INDIA) 2016 Dr. Bilal Mustafa Khan Department of Business Administration B.Tech, MBA, Ph.D. Aligarh Muslim University, Aligarh Phone: 2702044, 3582 Certificate This is to certify that, Ms. Hannah Hameed has completed her thesis on the topic “Advertising Creativity: A Study of Advertising Agencies in India” under my supervision and guidance. To the best of my knowledge and belief, the work is based on the investigations made, data collected and analyzed by her and it has not been submitted in any other university or institution for the award of any degree or diploma. Dr. Bilal Mustafa Khan CANDIDATE’S DECLARATION I, Hannah Hameed, Ph.D. Scholar, Department of Business Administration certify that the work embodied in this Ph. D thesis is my own bonafide work carried out by me under the supervision of Dr. Bilal Mustafa Khan at Aligarh Muslim University, Aligarh. The matter embodied in this Ph.D. thesis has not been submitted for the award of any other degree. I declare that I have faithfully acknowledged, given credit and referred to the researchers’ works wherever their works have been cited in the text and the body of the thesis. I further certify that I have not wilfully lifted up someone else’s work, paragraph, text, data, result, etc. Reported in the journals, books, magazines, reports, dissertations, theses, etc., or available at web-sites and included them in this Ph.D. thesis and cited as my own work. Date: ........................... Signature of Candidate (Hannah Hameed) CERTIFICATE FROM SUPERVISOR/ CO-SUPERVISOR This is to certify that the above statement made by the candidate is correct to the best of my knowledge. Signature of Supervisor: Name and Designation : Dr. Bilal Mustafa Khan Associate Professor, Department of Business Administration (Signature of the Chairman of the Department with seal) Copyright Transfer Certificate Title of the Thesis: Advertising Creativity: A Study of Advertising Agencies in India Candidate’s Name: HANNAH HAMEED Copyright Transfer The undersigned hereby assigns to the Aligarh Muslim University, Aligarh, copyright that may exist in and for the above thesis submitted for the award of the Ph.D. degree. Date: ........................... Signature of Candidate (Hannah Hameed) Department of Business Administration Aligarh Muslim University, Aligarh CHAIRMAN CERTIFICATE This is to certify that Ms. Hannah Hameed (Enrolment No. GA 6149) has completed the following formalities successfully which are required for the submission of a Ph.D. Thesis as per the university ordinances. • Completion of the course work • Presentation of pre-submission seminar • Publication of at least one paper from the thesis (Chairman) Dedicated to the Loving Memory of Prof. Mohammad Shaheer, our Beloved Kaka..... Acknowledgements First and the foremost, I bow before the almighty for giving me the opportunity to undertake this work, and for showering His blessings on us. I would like to thank all my teachers who have taught and guided me, and developed the enthusiasm in me to be inquisitive, and paved the way for me to aspire for higher goals in life. In the long list of such teachers, the first person that I would like to acknowledge is Dr. Bilal Mustafa Khan who is my supervisor, guide and the mainstay of this thesis. I shall ever remain indebted to him for his intellectual guidance, academic expertise and scholarly discussions during the entire course of this thesis. Whenever I faced any difficulty or bottlenecks on the way, however busy he was, he would listen to me patiently and guided me out of all these problems. I once again thank him from the depths of my heart because words are but poor vehicles of your feelings and the contribution of a teacher in a student’s career. I take this opportunity to thank Prof. Valeed Ahmed Ansari, Chairman of the department for all the encouragement and scholarly inputs in the development of this thesis. I must also put on record my sincere gratitude towards all the teachers in the department of Business Administration especially; Prof. Kaleem Mohammad Khan, Prof. Javaid Akhter, Prof. Mohammad Khalid Azam, Prof. Mohammad Israrul Haque, Prof. Jamal A. Farooquie, Prof. Parvaiz Talib, Dr. Salma Ahmad for their constant support and academic inputs. I would also like to acknowledge Dr. Asif Akhtar for his support and guidance at various stages of this work. I would like to thank the staff of the department who made things easy for me in all administrative matters so that I could concentrate on my work. It is also my pleasure to express my thankfulness to the staff of the departmental library and the Maulana Azad Library for giving me excess to all the books and material I needed for my study. I wholeheartedly thank my parents for their unwavering support, encouragement and love throughout. This work would not have been possible without them. I deeply appreciate my in-laws Prof. M. Ilyas and Prof. (Mrs.) N. Ilyas for understanding the importance of my work and supporting me in accomplishing it. I thank my grandmother, Mrs. S. Abdin for her affection, blessings, and unconditional love all my life. My brother, Hasan, deserves heartfelt gratitude for infusing in my life a lot of laughter and care. Lastly, I would like to earnestly thank my dear husband, Dr. Junaid Ilyas for loving and supporting me throughout and making all the sacrifices to see me achieve what I wanted to. (Hannah Hameed) TABLE OF CONTENTS Certificates Acknowledgements List of Tables List of Figures CHAPTER I: INTRODUCTION 1-24 1.1 Introduction 1.2 Concept, Role and Significance of Creativity in Advertising 1.2.1 The Concept 1.2.2 Significance and Role 1.3 Understanding Creativity: The Essence of Advertising 1.4 Advertising Creativity as a Field of Research 1.5 Rationale for the Study 1.6 Research Objectives 1.7 Scope of the Study 1.8 Research Framework 1.9 Outline of the Thesis 1.10 Summary CHAPTER II: ADVERTISING AND CREATIVITY: 25-78 A THEORETICAL EXPLORATION 2.1 Introduction 2.2 Understanding Advertising 2.3 Understanding Advertising Creativity 2.4 Tracing the Development of Advertising: A Historical Journey 2.4.1 Exploring the Influences from the Perspective named ‘Americanisation’ 2.4.2 Exploring the Influences from ‘Modernization’ Theory: The Content Perspective 2.4.3 From Historical Account to Contemporary Advertising 2.5 The Creative Revolution 2.6 The Indian Advertising Scene 2.6.1 Sustained Growth of Advertising Market in India 2.6.2 Contribution of Media & Entertainment to the Growth of the Advertising Industry in India 2.6.3 The Advertising Domain in India 2.6.4 Market Size 2.6.5 Initiatives in the Pipeline 2.6.6 Government Plans 2.6.7 Advertising Settings 2.6.8 Overview of the Advertising Industry in India 2.6.9 Online Advertising 2.6.10 The Future of the Advertising Industry in India 2.7 Honouring Creativity 2.8 Difference between Creativity in Advertising and Creativity in General 2.9 Summary CHAPTER III: LITERATURE REVIEW 79-148 3.1 Introduction 3.2 Academic Perspectives on Advertising 3.3 Academic Perspectives on the Meaning, Nature and Attributes of Advertising Creativity 3.3.1 Production-Oriented Studies: Definitions and Meaning of Creativity 3.3.2 Production-Oriented Studies: Agency Views on Advertising Creativity 3.3.3 Production-Oriented Studies: Organizational Management and Enhancement of Advertising Creativity 3.3.4 Production Oriented Studies: Integrative Thinking Processes for Advertising Creativity 3.3.5 Response-Oriented Studies: Creativity, Advertising Effectiveness and Competitive Advantage 3.3.6 Response Oriented Studies: Creatively Placed Advertising 3.3.7 Response Oriented Studies: Differences in the Perception of Creativity 3.4 Academic Theories on Advertising Creativity: Cultural Connotations 3.5 Studies Highlighting the Importance of Creativity 3.6 Studies on Gender and Creativity 3.7 An Exploration into the Dimensional Analysis of Advertising Creativity 3.7.1Studies on Divergence and Relevance 3.7.2 Studies on Originality, Novelty, Imagination and Relevance 3.7.3 Studies on Meaningfulness, Problem-Solving Ability, Condensation and Reformulation 3.7.4 Studies on Evaluation of Creative Strategy and its Dimensions 3.7.5 Studies on Aesthetics, Complexity and Craftsmanship 3.7.6 Studies on Humour and Stimulation 3.7.7 Studies on Miscellaneous Factors 3.8 Critical Review and Tabular Presentation of the Literature Available 3.9 Measurement and Assessment of Advertising Creativity 3.10 Research Gaps 3.11 Summary CHAPTER IV: CONCEPTUAL FRAMEWORK AND 149-173 HYPOTHESIS DEVELOPMENT 4.1 Introduction 4.2 Conceptual Framework 4.2.1 Originality 4.2.2 Message Clarity 4.2.3 Social Empathy 4.2.4 Sustainability 4.2.5 Craftsmanship/ Aesthetics 4.2.6 Exquisiteness 4.3 Hypothesis Development 4.4 List of Research Hypotheses 4.5 Hypothesized Conceptual Model 4.6 Summary CHAPTER V: RESEARCH METHODOLOGY 174-211 5.1 Introduction 5.2 Importance of Methodical Research 5.3 Research Objectives 5.4 Proposed Operationalization of Constructs 5.5 Research Design 5.6 Research Process 5.6.1 Discovery of the Research Problem 5.6.2 Problem-Discovery in Context of the Present Study 5.6.3 Extensive Review of Relevant Literature 5.6.4 Literature Review in Context of the Present Study 5.6.5 Definition of the Research Problem