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Date: 2007
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/157789
Description: This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ... More
Reviewed: Reviewed
Date: 2006
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/163592
Description: This paper examines the influence of marketers on the creativity of their advertising agency. There are three main ways in which marketers affect the creativity of their agency: (1) setting direction, ... More
Reviewed: Reviewed
Date: 2003
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/157757
Description: The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that curr ... More
Reviewed: Reviewed
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