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Advertising media : creative planning in media selection
Brown, Lyndon O.; Lessler, Richard S.; Weilbacher, … - 1957
Persistent link: https://www.econbiz.de/10000674733
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How disruption brought order : the story of a winning strategy in the world of advertising
Dru, Jean-Marie - 2007
Persistent link: https://www.econbiz.de/10003449462
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The advertising agency selection contest : a competitive auction with an incumbent, differential qualities, and partially reimbursed participation costs
Horsky, Sharon; Horsky, Dan; Zeithammer, Robert - 2010
We model the contest among full-service advertising agencies as a score auction. The score auction allows the advertiser to select the agency that offers the best combination of creative quality and media cost, and to determine the contract price. To participate in the contest, each agency needs...
Persistent link: https://www.econbiz.de/10008906255
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Can research evaluate the creative content of advertising?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 179-193). 2007
Persistent link: https://www.econbiz.de/10003578232
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The creative code : an organisational influence on the creative process in advertising
Stuhlfaut, Mark W. - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 283-304
Persistent link: https://www.econbiz.de/10009154732
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Creative leaders' views on managing advertising creativity
Oliver, Jason D.; Ashley, Christy - In: Journal of marketing theory and practice 20 (2012) 3, pp. 335-348
Persistent link: https://www.econbiz.de/10009619143
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Client involvement and innovation in creative-intensive business services : a framework for exploring co-innovation and advertising agency-client relationships
Marasco, Alessandra; Masiello, Barbara; Izzo, Francesco - 2013
Persistent link: https://www.econbiz.de/10009761500
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Matching creative agencies with results-driven marketers : do clients really need highly creative advertising?
Sasser, Sheila Lucy; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 53 (2013) 3, pp. 297-312
Persistent link: https://www.econbiz.de/10010199587
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The advertising business : operations, creativity, media planning, integrated communications
Jones, John Philip (contributor) - 1999 - Online-Ausg.
operation, creativity, media planning, operations and speciality advertising …
Persistent link: https://www.econbiz.de/10013207752
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The advertising business : operations, creativity, media planning, integrated communications
Jones, John Philip (contributor) - 1999
business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished …
Persistent link: https://www.econbiz.de/10012692092