Eelen, Jiska; Rauwers, Fabiënne; Wottrich, Verena M.; … - In: Advertising in new formats and media : current research …, (pp. 19-46). 2016
Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It...
