Creativity and ad theory

Sheila L. Sasser*, Scott Koslow

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationAdvertising theory
EditorsShelly Rodgers, Esther Thorson
Place of PublicationLondon
PublisherTaylor & Francis
Pages191-211
Number of pages21
Edition1st
ISBN (Print)9780415886628, 0415886627
Publication statusPublished - 2012

Publication series

NameRoutledge Communications Series
PublisherTAYLOR & FRANCIS LTD

Keywords

  • ADVERTISING CREATIVITY
  • AGENCY PHILOSOPHIES
  • MEDIA CHOICE
  • RISK-TAKING
  • COPYWRITERS
  • EXPLORATION
  • DESIGN
  • RECALL
  • APPROPRIATENESS
  • PRACTITIONER

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