The Center for Research on the Effectiveness of Advertising Techniques, Innovations,
Values and Emotions (C.R.E.A.T.I.V.E.) has its research focus on the effectiveness
of specific persuasive techniques and the use of particular emotional and value laden
appeals, especially within an advertising context. The center will equally investigate
the effectiveness of all kinds of innovations within this field (e.g. the use of
new communication technologies, viral marketing, neuromarketing, guerrilla marketing,
chaos-theory, archetypal branding, etc.).
In its name, C.R.E.A.T.I.V.E. (Center for Research on the Effectiveness of Advertising
Techniques, Innovations, Values and Emotions), not only mirrors this focus of research
attention. It equally states its vision that new and creative research methodologies
are needed to reveal the true effectiveness of advertising and similar forms of persuasion.
Finally, by its name, C.R.E.A.T.I.V.E. wants to appeal to advertising practitioners
to become an important source of financing of this research centre.