Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?

E-resources

Peer reviewed

Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?

West, Douglas C.; Kover, Arthur J.; Caruana, Albert

Journal of advertising, 12/2008, Volume: 37, Issue: 4

Journal 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.

Keep searching

Author

West, Douglas C. | Kover, Arthur J. | Caruana, Albert

Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.

Year	Impact factor		Edition		Category		Classification
Year	JCR	SNIP	JCR	SNIP	JCR	SNIP	JCR	SNIP

Links to authors' personal bibliographies	Links to information on researchers in the SICRIS system

Source: Personal bibliographies and: SICRIS

Upload image

Shelf entry

Adding material to shelf was successful.

Adding material to shelf failed.

It was not necessary to add the material to the shelf.

Permalink

E-mail

Impact factor

Select the library membership card:

DRS, in which the journal is indexed

Citations

Theme