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Can media neutrality limit creative potential? : how advertising's use of ideation templates fares across media
Tevi, Alexander
;
Koslow, Scott
;
Parker, John
- In:
Journal of advertising research
59
(
2019
)
3
,
pp. 312-328
Persistent link: https://www.econbiz.de/10012118866
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How does consumer insight support the leap to a creative idea? : inside the creative process : shifting the advertising appeal from functional to emotional
Parker, John
;
Koslow, Scott
;
Ang, Lawrence
;
Tevi, Alexander
- In:
Journal of advertising research
61
(
2021
)
1
,
pp. 30-43
Persistent link: https://www.econbiz.de/10012533653
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