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Persuasion Principles Index : ready for pretesting advertisements

Green, Kesten C.; Armstrong, Jon Scott; Du, Rui; … - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 317-326

Persistent link: https://www.econbiz.de/10011453396

The effects of creativity on advertising wear-in and wear-out

Chen, Jiemiao; Yang, Xiaojing; Smith, Robert E. - In: Journal of the Academy of Marketing Science 44 (2016) 3, pp. 334-349

Persistent link: https://www.econbiz.de/10011489074

Can advertising creativity affect product perceptions and retailer evaluations?

Modig, Erik; Rosengren, Sara - In: The journal of product & brand management 23 (2014) 6, pp. 452-461

Persistent link: https://www.econbiz.de/10010429344

Advertising creativity : the role of divergence versus meaningfulness

Lehnert, Kevin; Till, Brian; Ospina, José Miguel - In: Journal of advertising : official publication of the … 43 (2014) 3, pp. 274-285

Persistent link: https://www.econbiz.de/10010408861

A Dynamic Model for Digital Advertising : The Effects of Creative Formats, Message Content and Targeting on Engagement

Bruce, Norris - 2016

The authors study the joint effects of creative format, message content, and targeting on the performance of digital ads over time. Specifically, they present a dynamic model to measure the effects of different sized static (GIF) and animated (Flash) display ad formats; and consider whether...

Persistent link: https://www.econbiz.de/10012992569

Enhancing creativity perception through fear

Benoit, Ilgım Dara; Miller, Elizabeth G. - In: Journal of business research : JBR 139 (2022), pp. 1084-1098

Persistent link: https://www.econbiz.de/10013194338

The role of culture in creative execution in celebrity endorsement : the cross-cultural study

Um, Nam-hyun - In: Journal of global marketing 26 (2013) 3, pp. 155-172

Persistent link: https://www.econbiz.de/10010189495

Modelling the effects of creative advertisements on consumers : an empirical study

Chavadi, Chandan Andanesh; Arul, M. J.; Sirothiya, Monika - In: Vision : the journal of business perspective 24 (2020) 3, pp. 269-283

Persistent link: https://www.econbiz.de/10012287409

Female role portrayals in Brazilian advertising : are outdated cultural stereotypes preventing change?

Middleton, Karen; Turnbull, Sarah; Oliveira, Mauro José de - In: International journal of advertising : the review of … 39 (2020) 5, pp. 679-698

Persistent link: https://www.econbiz.de/10012260252

Targeting gender : a content analysis of alcohol advertising in magazines

Jung, A-Reum; Hovland, Roxanne W. - In: Health marketing quarterly 33 (2016) 3, pp. 221-238

Persistent link: https://www.econbiz.de/10011584748