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What Is Creative to Whom and Why? Perceptions in Advertising Agencies

Koslow, Scott; Sasser, Sheila L.; Riordan, Edward A. - In: Journal of Advertising Research 43 (2003) 01, pp. 96-110

Persistent link: https://www.econbiz.de/10005425149

TWO CRITICAL ISSUES: CREATIVITY AND GENDER - What Is Creative to Whom and Why? Perceptions in Advertising Agencies - Common advertising agency wisdom holds that creatives are different, much like comparing apples and oranges. This study finds that even within the same agency, creatives differ from other agency executives on their perspective of what is creative.

Koslow, Scott; Sasser, Sheila L.; Riordan, Edward A. - In: Journal of advertising research 43 (2003) 1, pp. 96-110

Persistent link: https://www.econbiz.de/10006505757

Creative and interactive media use by agencies : engaging an IMC media palette for implementing advertising campaigns

Sasser, Sheila L.; Koslow, Scott; Riordan, Edward A. - In: Journal of advertising research 47 (2007) 3, pp. 237-256

Persistent link: https://www.econbiz.de/10003610513

Applicability of marketing concepts and management activities in the Third World: An empirical investigation

Akaah, Ishmael P.; Dadzie, Kofi Q.; Riordan, Edward A. - In: Journal of Business Research 16 (1988) 2, pp. 133-148

Persistent link: https://www.econbiz.de/10005474045

Effective Reach and Frequency: Does It Really Make Sense?

Cannon, Hugh M.; Riordan, Edward A. - In: Journal of advertising research 34 (1994) 2, pp. 19-28

Persistent link: https://www.econbiz.de/10006536623

APPLICABILITY OF MARKETING KNOWHOW IN THE THIRD WORLD

Akaah, Ishmael P.; Riordan, Edward A. - In: International Marketing Review 5 (1988) 1, pp. 41-55

The article investigates the incidence and regularity of performance of marketing‐mix activities in Third World business contexts. The results support a relatively high level of incidence and regularity of performance of marketing‐mix activities — thus implying their “applicability”....

Persistent link: https://www.econbiz.de/10014827929