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| Author: | Kover, A. Goldber, S. |
| Title: | The games advertising copywriters play: conflict, quasi-control, a new proposal |
| Journal: | Journal of Advertising Research
1995 : JUL/AUG, VOL. 35:4, p. 52-62 |
| Index terms: | ADVERTISING COMMUNICATION WORK |
| Language: | eng |
| Abstract: | For quite different reasons, account management and creative people feel the need to control creative work. The control game of account management is quite clear; the control games of creative people are more subtle (and are described using a simple theoretical framework). What can be done to alleviate the resulting conflict? Based on their findings, the authors suggest a solution very different from the currently advocated by many advertising people. |
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