
PR Campaign Creativity Scale : A scale development of validation
PR Campaign Creativity Scale : A scale development of validation
- Sungwook Hwang Cheolhan Lee Jonghyuk Lee
- 한국광고PR실학회
- 광고PR실학연구
- 제8권 제4호
- 등재여부 : KCI등재
- 2015.01
- 134 - 153 (20 pages)
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.
Introduction
Literature Review
Method
Results
Discussion
References