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| Author: | West, D. C. |
| Title: | 360 of creative risk |
| Journal: | Journal of Advertising Research
1999 : JAN-FEB, VOL. 39:1, p. 39-50 |
| Index terms: | ADVERTISING INNOVATION CLIENTS |
| Language: | eng |
| Abstract: | This study explores the creative risk taking behavior by agencies and the circumstances that increase their propensity to take risks. Two areas are investigated: resolving the conflicting desires of advertisers and agencies; how advertisers control agent's risk taking. |
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