Necessary but not sufficient: Beyond novelty in advertising creativity

Journal of Marketing Communications

Volumn 20, Issue 3, 2014, Pages 214-230

  Ang, Swee Hoon ^a   Leong, Siew Meng ^a   Lee, Yih Hwai ^a   Lou, Seng Lee ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

ad creativity; connectedness; meaningfulness; novelty

Indexed keywords

EID: 84902785591     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2012.677464     Document Type: Article

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