Staff Profile

Alexander holds an MSc in Media and Communication (Pan-Atlantic University) and a PhD in Marketing (Macquarie University). He is a Lecturer in Marketing and the immediate past Degree Programme Director, BSc Marketing, Newcastle University Business School (NUBS). He has taught at the university level in Europe, Australia and Africa.

He was a marketing communications practitioner for many years in such global companies as McCann-Erickson, Saatchi and Saatchi, and Bates, and won several awards for his work in creative advertising. Alexander worked on campaigns for a variety of international clients, including Unilever, Nestlé, British Airways, Coca-Cola, United Parcel Services (UPS), Peugeot, and Western Union.

He has published in the Journal of the Academy of Marketing Science, Journal of Advertising Research, and International Journal of Marketing Studies

Professional Memberships/Fellowship

European Advertising Academy

The American Academy of Advertising

Chartered Institute of Marketing

American Marketing Association

Higher Education Academy

Research Groups at Newcastle University

Marketing Research Community

NUCoRE in Food

Journal Roles

Reviewer, Journal of Advertising Research

Reviewer, International Journal of Advertising

External Roles

External Examiner, Autonomous University of Barcelona, Spain

Research Profiles

Google scholar

ORCID Profile

Alexander is a creativity researcher and the originator of rhetoric theory of the creative advertising development process. Presently, he works with his PhD students to further develop the theory. His interest in creativity traverses all aspects of marketing communications, branding and product design. He does both qualitative and quantitative research and welcomes prospective PhD candidates who wish to investigate the creative process, creative performance, and persuasion, from the lens of rhetorical theory.

Undergraduate Teaching 

At the undergraduate level, Alexander has taught Marketing Communications, Brand Management, Marketing Dissertation, Marketing Strategy (using MARKSTRAT), International Marketing, Fundamentals of Marketing, and Innovation in Marketing - both as module leader and member of a teaching team.

Postgraduate Teaching 

Aside from being a constant supervisor in the Dissertation in Marketing module, Alexander was the first module leader for Strategic Marketing, Operations and Supply Chain, a module in the Executive MBA programme, and a member of the teaching team on the Marketing module in the MBA programme. He also supervises Individual Projects in the MBA programme.

• Articles

  • Tevi A, Parker J, Koslow S, Ang L. Creative Performance in professional advertising development: The role of ideation templates, consumer insight, and intrinsic motivation. Journal of the Academy of Marketing Science 2024, Epub ahead of print.
  • Parker J, Koslow S, Ang L, Tevi A. How does consumer insight support the leap to a creative idea? Inside the creative process: shifting the advertising appeal from functional to emotional. Journal of Advertising Research 2021, 61(1), 30-43.
  • Tevi A, Koslow S, Parker J. Can Media Neutrality Limit Creative Potential? How Advertising's Use of Ideation Templates Fares across Media. Journal of Advertising Research 2019, 59(3), 312-328.
  • Tevi A, Koslow S. How Rhetoric Theory Informs the Creative Advertising Development Process: Reconciling Differences between Advertising Scholarship and Practice. Journal of Advertising Research 2018, 58(1), 111-128.
  • Tevi A, Otubanjo O. Understanding Corporate Rebranding: An Evolution Theory Perspective. International Journal of Marketing Studies 2013, 5(3), 87-93.
  • Tevi A. The Effect of Multiple Rebranding on Customer Loyalty in Nigerian Mobile Telephony. International Journal of Marketing Studies 2013, 5(2), 120-130.

• Book Chapter

  • Tevi A, Koslow S. In the beginning was the word: establishing the foundations for creativity research in rhetoric theory. In: Zabkar, V; Eisend, M, ed. Advances in Advertising Research: Challenges in an Age of Dis-Engagement. Wiesbaden, Germany: Springer, Springer Nature, 2017, pp.155-167.

• Conference Proceedings (inc. Abstracts)

  • Parker J, Koslow S, Ang L, Tevi A. The Role of Insight in Creative Advertising Development: Essential Aid or Cognitive Bias?. In: Marketing Science Conference. 2019, Rome, Italy. In Preparation.
  • Tevi A, Koslow S, Parker J. Even “Bad” Clients Deserve Quality Advertising: Using the Templates Creative Ideation Technique to Overcome the Limitations of Client Quality. In: 18th International Conference on Research in Advertising (ICORIA) 2019. 2019, Krems, Austria: European Advertising Academy.
  • Parker J, Koslow S, Ang L, Tevi A. The Role of Insight in Creative Advertising Development: Essential Aid or Cognitive Bias?. In: AAA Conference. 2018, New York, USA. In Preparation.
  • Tevi A, Koslow S. In the Beginning Was the Word: Establishing Foundations for Creativity Research in Rhetoric Theory. In: 15th International Conference on Research in Advertising (ICORIA) 2016. 2017, Slovenia: Springer.