Creativity: The Holy Grail of Advertising?,Used

Creativity: The Holy Grail of Advertising?,Used

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SKU: DADAX3843371288
Brand: LAP Lambert Academic Publishing
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Creativity is arguably the most important factor in achieving advertising success, making it a hot topic amongst marketing experts. However, it should be realised that even though considerable amount of research has been dedicated to the subject, there are still many unresolved questions mainly due to the abstract nature of the term. Many practitioners have attempted to invent a universal definition while questions such as how it could be measured and what its outcomes are, have also become the subject of thorough examination. This book aimed at Marketing/Communications professionals and academics presents an overview of the findings of previous creativity research while it also aims to provide further contribution to this growing field through the exploration of the effects of creativity on purchase intentions when discounting betweenbrand effects; as well as the possible influence of demographic variables on the outcomes of creativity.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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