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moisés y los diez mandamientos novela
Winter 2008

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Desperately Seeking Advertising Creativity: Engaging an Imaginative “3 Ps” Research Agenda

Sheila L. Sasser and Scott Koslow


When Deep Structures Surface: Design Structures that Can Repeatedly Surprise

Jacob Goldenberg and David Mazursky


Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?

Douglas C. West, Arthur J. Kover and Albert Caruana


The Impact of Advertising Creativity on the Hierarchy of Effects

Robert E. Smith, Jiemiao Chen and Xiaojing Yang


Getting a Line on Print Ads: Pleasure and Arousal Reactions Reveal an Implicit Advertising Mechanism

Karolien Poels and Siegfried Dewitte


Creativity via Cartoon Spokespeople in Print Ads: Capitalizing on the Distinctiveness Effect

Robert S. Heiser, Jeremy J. Sierra and Ivonne M. Torres


Creativity and Memory Effects: Recall, Recognition and an Exploration of Nontraditional Media

Daniel W. Baack, Rick T. Wilson and Brian D. Till


From Performance to Mastery: Developmental Models of the Creative Process

W. Glenn Griffin


The Effect of Agency Creativity on Campaign Outcomes: The Moderating Role of Market Conditions

Hairong Li, Wenyu Dou, Guangping Wang and Nan Zhou


Finding the KEYS to Creativity in Ad Agencies: Using Climate, Dispersion, and Size to Examine Award Performance

Willem Verbeke, Philip Hans Franses, Arthur le blanc and Nienke van Ruiten


Envisioning the Future of Advertising Creativity Research: Alternative Perspectives

Thomas Bernardin, Paul Kemp-Robertson, David W. Stewart, Yan Cheng, Heather Wan, John R. Rossiter, Sunil Erevelles, Robert Roundtree, George M. Zinkhan and Nobuyuki Fukawa
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