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West, Douglas C.; Kover, Arthur J.; Caruana, Albert
Journal of advertising, 12/2008, Volume: 37, Issue: 4Journal Article
This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of subjects was found. Explanations and insights are offered and implications are discussed.
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