Judgments of Highly Creative Advertising: Presence of Functional Matching and the FCB Planning Model in Clio-Winning Advertisements

Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011-2014 were content-analyzed to determine whether implications of two popular planning...

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Veröffentlicht in:Creativity research journal 2018-04, Vol.30 (2), p.152-163
Hauptverfasser: Choi, Hojoon, Kelley, Larry, Reid, Leonard N., Uhrick, Jan, Kuo, Kevin
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Sprache:eng
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