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The ad creativity cube: conceptualization and initial validation

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References

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1999Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor336 cited
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1986Ogilvy on Advertising315 cited
2005RECALL AND PERSUASION: Does Creative Advertising Matter?283 cited
1989Advertising: Principles & Practice

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228 cited

1994A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient226 cited

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