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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Bibliographic Details
Main Author: Modig, Erik
Format: Doctoral Thesis
Language:English
Published: Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi 2012
Subjects:
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