search query: @indexterm PHILOSOPHY / total: 237
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| Author: | West, D. |
| Title: | Cross-national creative personalities, processes, and agency philosophies |
| Journal: | Journal of Advertising Research
1993 : SEP-OCT, VOL. 33:5, p. 53-62 |
| Index terms: | ADVERTISING RESEARCH PHILOSOPHY CREATIVITY AGENCIES |
| Language: | eng |
| Abstract: | The factors in selecting an advertising agency have received considerable practitioner and academic attention over the years. One aspect of the decision has been shown to be of uppermost importance: the creativity of the agency product. The aims of this paper are to examine the personalities and prevailing processes and philosophies regarding advertising creativity in the United States, Canada, and the United Kingdom and to assess whether there are significant differences between the three countries in this respect. |
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