Desperately seeking advertising creativity : engaging an imaginative

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Title: Desperately seeking advertising creativity : engaging an imaginative "3Ps" research agenda
Related: Journal of advertising, Vol. 37, No. 4, (2008), p.5-19
DOI: 10.2753/JOA0091-3367370401
Publisher: M. E. Sharpe
Date: 2008
Author/Creator: Sasser, Sheila L
Author/Creator: Koslow, Scott
Description: An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.
Description: 15 page(s)
Resource Type: journal article
Organisation: Macquarie University. Dept. of Marketing and Management

Macquarie University ResearchOnline