search query: @author Helgesen, T. / total: 3
reference: 2 / 3
| Author: | Helgesen, T. |
| Title: | Advertising awards and advertising agency performance criteria |
| Journal: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 43-53 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING AGENCIES CREATIVITY |
| Language: | eng |
| Abstract: | Advertising awards are widely perceived as indicators of advertising performance , with a strong emphasis on creative excellence. In this respect, they serve as professional standards for the advertising practices and effectiveness. So far, researchers have paid little or no attention to this phenomenon. The present study is an attempt to explore this issue and to assess some consequences of advertising awards on the advertising agencies' professional orientation and performance criteria |
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