Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness
Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness r...
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| Format: | Doctoral Thesis |
| Language: | English |
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Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi
2012
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951 http://nbn-resolving.de/urn:isbn:978-91-7258-872-1 |