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The creative code : an organisational influence on the creative process in advertising

Stuhlfaut, Mark W. - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 283-304

Persistent link: https://www.econbiz.de/10009154732

Matching creative agencies with results-driven marketers : do clients really need highly creative advertising?

Sasser, Sheila Lucy; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 53 (2013) 3, pp. 297-312

Persistent link: https://www.econbiz.de/10010199587

How corporate culture drive advertising and promotion budgets : best practices combine heuristics and algorithmic tools

West, Douglas C.; Ford, John B.; Farris, Paul W. - In: Journal of advertising research 54 (2014) 2, pp. 149-162

Persistent link: https://www.econbiz.de/10010383787

Advertising media : creative planning in media selection

Brown, Lyndon O.; Lessler, Richard S.; Weilbacher, … - 1957

Persistent link: https://www.econbiz.de/10000674733

The advertising agency selection contest : a competitive auction with an incumbent, differential qualities, and partially reimbursed participation costs

Horsky, Sharon; Horsky, Dan; Zeithammer, Robert - 2010

We model the contest among full-service advertising agencies as a score auction. The score auction allows the advertiser to select the agency that offers the best combination of creative quality and media cost, and to determine the contract price. To participate in the contest, each agency needs...