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Desperately seeking advertising creativity : engaging an imaginative "3Ps" research agenda
Sasser, Sheila L.; Koslow, Scott - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 5-19
Persistent link: https://www.econbiz.de/10003807957
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Special issue on creativity research in advertising
Sasser, Sheila L. (contributor) - 2008
Persistent link: https://www.econbiz.de/10003808064
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When deep structures surface : design structures that can repeatedly surprise
Goldenberg, Jacob; Mazursky, David - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 21-34
Persistent link: https://www.econbiz.de/10003808073
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Practitioner and customer views of advertising creativity : same concept, different meaning?
West, Douglas C.; Kover, Arthur J.; Caruana, Albert - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 35-45
Persistent link: https://www.econbiz.de/10003808075
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The impact of advertising creativity on the hierarchy of effects
Smith, Robert E.; Chen, Jiemiao; Yang, Xiaojing - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 47-61
Persistent link: https://www.econbiz.de/10003808078
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Getting a line on print ads : pleasure and arousal reactions reveal an implicit advertising mechanism
Poels, Karolien; Dewitte, Siegfried - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 63-74
Persistent link: https://www.econbiz.de/10003808081
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Creativity via cartoon spokespeople in print ads : capitalizing on the distinctiveness effect
Heiser, Robert S.; Sierra, Jeremy J.; Torres, Ivonne M. - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 75-84
Persistent link: https://www.econbiz.de/10003808341
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Creativity and memory effects : recall, recognition, and an exploration of nontraditional media
Baack, Daniel W.; Wilson, Rick T.; Till, Brian D. - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 85-94
Persistent link: https://www.econbiz.de/10003808343
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The effect of agency creativity on campaign outcomes : the moderating role of market conditions
Li, Hairong; Dou, Wenyu; Wang, Guangping; Zhou, Nan - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 109-120
Persistent link: https://www.econbiz.de/10003808351
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Finding the keys to creativity in ad agencies : using climate, dispersion, and size to examine award performance
Verbeke, Willem J. M. I.; Franses, Philip Hans; Blanc, … - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 121-130
Persistent link: https://www.econbiz.de/10003808357