Necessary but not sufficient : beyond novelty in advertising creativity
Swee Hoon Ang, Siew Meng Leong, Yih Hwai Lee and Seng Lee Lou
| Year of publication: |
2014
|
|---|---|
| Authors: | Ang, Swee Hoon ; Siew Meng Leong ; Lee, Yih Hwai ; Lou, Seng Lee |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 3, p. 214-230
|
| Subject: | ad creativity | novelty | meaningfulness | connectedness | Kreativität | Creativity | Werbung | Advertising | Werbewirtschaft | Advertising industry |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010389732