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

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References

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2005Designing the Solution: The Impact of Constraints on Consumers’ Creativity389 cited
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2008The Impact of Advertising Creativity on the Hierarchy of Effects334 cited
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2000The ARF Copy Research Validity Project277 cited
2004Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence248 cited
2005THE MEDIUM AS A CONTEXTUAL CUE: Effects of Creative Media Choice236 cited
1995Copywriters' Implicit Theories of Communication: An Exploration228 cited
2004The Definition and Measurement of Creativity: What Do We Know?223 cited

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1986Effective television advertising : a study of 1000 commercials219 cited

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