An exploration of creative managers' perspectives on digital creativity : the impact of viral campaigns on creative processes, appeals and creative teams in UK advertising agencies
This research aims to develop conceptual insight into the practice and impact of a specific digital phenomenon – “viral marketing” – on marketing communications agencies. Specifically, it explores the UK, one of the most important hubs in global advertising looking at agenciesr campaign design plann...
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Birmingham City University
2016
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.739955 |