How do Clients Judge Magic?

Abstract

Advertising creativity is widely seen to hold ‘magical’ properties; it can transform the effectiveness of advertising and significantly impact upon advertising profitability. Yet, due to its subjective nature, creativity... [ view full abstract ]

Authors

  1. Sarah Turnbull (University of Portsmouth)

Topic Area

Marketing Communications Track: Click here for the Marketing Communications track

Session

PT6-MC1 » Marketing Communications (14:30 - Tuesday, 7th July)

Paper

How_do_Clients_Judge_Magicv4.pdf

Presentation Files

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