How effective is creativity? emotive content in TV advertising does not increase attention

Journal of Advertising Research

Volumn 49, Issue 4, 2009, Pages

  Heath, Robert G ^a   Nairn, Agnes C ^b   Bottomley, Paul A ^c  

^a UNIVERSITY OF BATH   (United Kingdom)

^b EMLYON BUSINESS SCHOOL   (France)

^c CARDIFF UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77958193003     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

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