PR Campaign Creativity Scale : A scale development of validation

• 영문명: PR Campaign Creativity Scale : A scale development of validation
• 발행기관: 한국광고PR실학회
• 저자명: Sungwook Hwang Cheolhan Lee Jonghyuk Lee
• 간행물 정보: 『광고PR실학연구』제8권 제4호, 134~153쪽, 전체 20쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2015.01.01

영문 초록

This study aimed to develop the scale of creativity in public relations campaigns. Seven elements of creativity in public relations campaigns were identified: novelty, meaningfulness, artistic value, continuity, connectedness, social issues, and synthesis. From the second-order confirmatory factor analysis results, the one-dimensional seven measurement items were listed as follows: The campaign is more novel than existing campaigns; the detailed action plan clearly relays the message that the client wants to communicate; the campaign is valued as artistic; the campaign provides ideas for a second campaign; the campaign was useful to the target public; the campaign brought about social change; and the campaign displayed unusual connectedness.

목차

Introduction

Literature Review

Method

Results

Discussion

References

키워드

public relations campaigns creativity scale development 2nd orderconfirmatory factor analysis