Pilelienė, Lina; Grigaliūnaitė, Viktorija - In: Eurasian business review 6 (2016) 2, pp. 237-251
attracting consumers’ visual attention was easier; however, modern consumers become advertising-resistant. Moreover, people even … tend to ignore ads before seeing them. Such advertising resistance leads to a situation when the creativity becomes … important. As creativity in advertising has many aspects, we considered the advertising complexity as one of them. The aim of …
