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| Author: | Hill, R. Johnson, L. W. |
| Title: | Understanding creative service : a qualitative study of the advertising problem delineation, communication and response (APDCR) process |
| Journal: | International Journal of Advertising
2004 : VOL. 23:3, p. 285-307 |
| Index terms: | ADVERTISING COMMUNICATION CREATIVITY |
| Language: | eng |
| Abstract: | This article examines advertising creativity. Article is a qualitative study where findings are from an extensive in-depth interviews with advertising managers. These interviews are analyzed and conceptualized of the advertising problem delineation. |
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