Agency Practitioner Theories of How Advertising Works

By Gergely Nyilasy, Leonard N. Reid. 2009

107 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Management of Technology and Innovation, Marketing

View Paper: https://www.semanticscholar.org/paper/53c8f32842f146ce2ffca7d4c0aebc6412dcc357

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. José Miguel Ospina
2. Kevin Lehnert
3. B. Till
4. Daniel W. Baack

In Management of Technology and Innovation

1. B. Till

In Marketing

1. José Miguel Ospina
2. Kevin Lehnert
3. B. Till
4. Daniel W. Baack

Citations in the corpus

• Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “Another study examining practitioner perspectives on advertising (Nyilasy and Reid 2009) reported that agency practitioners certainly recognize the importance of relevancy in advertising; creativity, however, was considered something separate and reflects “fresh thinking,” “unexpected,” “little bit…”