search query: @author Bogart, L. / total: 7
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| Author: | Bogart, L. |
| Title: | Advertising : art, science, or business? |
| Journal: | Journal of Advertising Research
1988 : DEC-1989 JAN, VOL. 28:6, p. 47-56 |
| Index terms: | ADVERTISING |
| Language: | eng |
| Abstract: | Today there's growing pressure to approach advertising as though it could be managed scientifically, and it reflects the changes in advertising institutions. A constant problem of business executives is how to foster the artistic temperament and at the same time harness it within the budgetary and scheduling constraints that business requires. |
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