Decisions About Creative Advertising Strategy: Decision-Making Methods and their Applicability

The article analyzes the creative advertising strategy (hereinafterCAS) decision-making process including the methods used for selection of CAS and the scope of their application. Special attention is devoted to identification and classification of criteria for CAS decision-making. As CAS decisions...

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Bibliographic Details
Main Author: Kristina Vasiliauskaitė
Format: Article
Language:English
Published: Vilnius University Press 2005-12-01
Series:Ekonomika
Online Access:https://www.journals.vu.lt/ekonomika/article/view/17538