2010 Fiscal Year Final Research Report
Creative Management in Advertising Agencies
| Project/Area Number |
21730326
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Business administration
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| Research Institution | Kyoto Sangyo University |
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Principal Investigator |
IBUKI Yusuke Kyoto Sangyo University, 経営学部, 准教授 (60410255)
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| Project Period (FY) |
2009 – 2010
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| Keywords | 経営学 / 広告会社 / クリエイティブ |
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| Research Abstract |
The aim of this research is to reveal the factors for the better creative management in advertising agencies. As a result of the research, we found that in Japan : (1) the quality and/or ability of the creative person is evaluated by professionals who judge the advertisement which that creative person produced or directed. (2) the creative management is made with no certain plan, and whether the creative management is worked or not do not have much impact on the achievement of the agency, such as sales or awards.
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