search query: @author Kover, A. / total: 6
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| Author: | Kover, A. Goldberg, S. James, W. |
| Title: | Creativity vs. effectiveness? An integrating classification for advertising |
| Journal: | Journal of Advertising Research
1995 : NOV-DEC, VOL. 35:6, p. 29-40 |
| Index terms: | ADVERTISING CREATIVITY EFFECTIVENESS |
| Language: | eng |
| Abstract: | In many articles, advertising creativity and effectiveness seem almost antipathetic. This research explores consumers' emotional reactions to help define advertising perceived as both creative and effective. in doing this, this article also raises questions about some standard individual measures of advertising response, opting in addition for measures of emotional response. In the advertising industry, there seems to be a never-ending struggle between those who create the advertising ("creatives") and those advertising managers who insist that it be "effective". |
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