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Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)
16 references·0 citing·46 second hop
Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007) (1970)Las metodologías utilizadas en las invest…Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns (2007)Creative and Interactive Medi…Do Marketers Get The Advertising They Need or The Advertising They Deserve? Agency Views of How Clients Influence Creativity (2006)Do Marketers Get The Advertis…The Use of Fine Art in Advertising: A Survey of Creatives and Content Analysis of Advertisements (2005)The Use of Fine Art in Advert…RECALL AND PERSUASION: Does Creative Advertising Matter? (2005)RECALL AND PERSUASION: Does C…The Definition and Measurement of Creativity: What Do We Know? (2004)The Definition and Measuremen…What is Creative to Whom and Why? Perceptions in advertising agencies (2003)What is Creative to Whom and …Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory (2002)Breaking Through the Clutter:…Assessing Advertising Creativity Using the Creative Product Semantic Scale (2001)Assessing Advertising Creativ…Recall, Liking, and Creativity in TV Commercials: A New Approach (2000)Recall, Liking, and Creativit…Exploring the dimensions of ad creativity (2000)Exploring the dimensions of a…Top-Level Agency Creatives Look at Advertising Creativity Then and Now (1998)Top-Level Agency Creatives Lo…How French Advertising Professionals Develop Creative Strategy (1996)How French Advertising Profes…Creativity vs. Effectiveness? An Integrating Classification for Advertising (1995)Creativity vs. Effectiveness?…A Status Report on Methods Used in Mass Communication Research (1993)A Status Report on Methods Us…Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity (1991)Content-Analysis Research: An…Role-Based Models of Advertising Creation and Production (1989)Role-Based Models of Advertis…An Information Processing Theory of Consumer Choice (1979)Social psychology of creativity: A consensual assessment technique. (1982)The Social Psychology of Creativity (1983)A Meta-Analysis of When and How Advertising Creativity Works (2020)Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising (2021)“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs) (2022)A Coefficient of Agreement for Nominal Scales (1960)Statistical principles in experimental design. (1962)Content Analysis: An Introduction to its Methodology. (1984)Conducting content‐analysis based literature reviews in supply chain management (2012)Demystifying Content Analysis (2020)Intercoder Reliability in Qualitative Research: Debates and Practical Guidelines (2020)Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising (1987)Advances in Consumer Research (1992)A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions (1993)The ad creativity cube: conceptualization and initial validation (2007)Valuable Virality (2016)Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? (1981)Advances in Consumer Research (1983)The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations (1986)Desperately Seeking Advertising Creativity: Engaging an Imaginative "3Ps" Research Agenda (2008)Creativity. (1950)The nature of human intelligence (1967)The Bases of Social Power (1986)Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value (2010)Antecedents to value diminution (2016)Handbook of consumer behavior (1991)Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)10.1007/978-1-4899-4485-6 (2000)Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods (2003)Colour appeal in website design within and across cultures: A multi-method evaluation (2009)What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram (2019)The associative basis of the creative process. (1962)DETERMINANTS OF INNOVATIVE BEHAVIOR: A PATH MODEL OF INDIVIDUAL INNOVATION IN THE WORKPLACE. (1994)A review of creativity within organizations from a psychological perspective (2010)John B. Watson at J. Walter Thompson: The Legitimation of “Science” in Advertising (1990)Facilitating and Rewarding Creativity during New Product Development (2011)Culture's Consequences: International Differences in Work-Related Values (1981)Culture's Consequences: International Differences in Work-Related Values. (1983)How Chinese Children's Commercials Differ from Those of the United States: A Content Analysis (2001)The Discovery of Grounded Theory (2017)#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns (2018)A Paradigm for Developing Better Measures of Marketing Constructs (1979)Marketing Research: An Applied Orientation (1994)The Concept of Creativity: Prospects and Paradigms (1998)Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising (2009)
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References

  • 1991Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity1,523 cited
  • 2002Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory452 cited
  • 2005RECALL AND PERSUASION: Does Creative Advertising Matter?283 cited
  • 2004The Definition and Measurement of Creativity: What Do We Know?223 cited
  • 2000Exploring the dimensions of ad creativity206 cited
  • 2003What is Creative to Whom and Why? Perceptions in advertising agencies197 cited
  • 2001Assessing Advertising Creativity Using the Creative Product Semantic Scale158 cited
  • 2006Do Marketers Get The Advertising They Need or The Advertising They Deserve? Agency Views of How Clients Influence Creativity151 cited
  • 1996How French Advertising Professionals Develop Creative Strategy119 cited
  • 1989Role-Based Models of Advertising Creation and Production117 cited
  • 1998Top-Level Agency Creatives Look at Advertising Creativity Then and Now109 cited
  • 1995Creativity vs. Effectiveness? An Integrating Classification for Advertising93 cited
  • 2000Recall, Liking, and Creativity in TV Commercials: A New Approach83 cited
  • 2005The Use of Fine Art in Advertising: A Survey of Creatives and Content Analysis of Advertisements

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77 cited
  • 2007Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns67 cited
  • 1993A Status Report on Methods Used in Mass Communication Research56 cited
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