Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?

By D. West, Arthur J. Kover, A. Caruana. 2008

115 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2b4a2d5f433adcc45b79d84a317d7e3b2d2c194a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. M. Kilgour
2. Scott Koslow

In Marketing

1. M. Kilgour
2. Xueming Luo
3. Scott Koslow
4. A. Cheung
5. Christian Homburg
6. Marcus Wagner

In Sociology and Political Science

1. P. D. Jong
2. Xueming Luo
3. Scott Koslow
4. Gerard J. Tellis
5. C. Bhattacharya
6. Abhishek Borah
7. Seshadri Tirunillai
8. Yang Cao

Citations in the corpus

• Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value (2010, background): “No Hirschey and Weygandt (1985) Ad → Tobin’s q + No Boyd and Schonfeld (1972) Ad → Stock Prices + No Literature Gap The role of analyst actions in the impact of advertising on firm returns and risks + positive findings, −negative findings, 0 insignificant findings sales and financial performance is ”
• Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising (2009, background): “We further address one final issue: the differences between student and professional samples (see West et al. 2008 ).”