Matching creative agencies with results-driven marketers : do clients really need highly creative advertising?
Sheila Lucy Sasser; Scott Koslow; Mark Kilgour
| Year of publication: |
2013
|
|---|---|
| Authors: | Sasser, Sheila Lucy ; Koslow, Scott ; Kilgour, Mark |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 53.2013, 3, p. 297-312
|
| Subject: | Werbewirtschaft | Advertising industry | Kreativität | Creativity | Werbeplanung | Advertising planning | Risikoaversion | Risk aversion | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010199587