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Creativity

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    Strategies for More Effective Six-Second Video Advertisements
    Colin Campbell, Erin Pearson
    Journal of Advertising Research Sep 2021, 61 (3) 260-275; DOI: 10.2501/JAR-2020-023
  • You have access
    How Does Consumer Insight Support The Leap to a Creative Idea?
    John Parker, Scott Koslow, Lawrence Ang, Alexander Tevi
    Journal of Advertising Research Mar 2021, 61 (1) 30-43; DOI: 10.2501/JAR-2020-012
  • You have access
    Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?
    Yamen Koubaa, Amira Eleuch
    Journal of Advertising Research Mar 2021, 61 (1) 78-94; DOI: 10.2501/JAR-2020-006
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    The Impact of Source Effects on the Evaluation of Music for Advertising
    Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel MüLlensiefen
    Journal of Advertising Research Mar 2021, 61 (1) 95-109; DOI: 10.2501/JAR-2020-016
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    Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals
    Erik Modig, Micael Dahlen
    Journal of Advertising Research Sep 2020, 60 (3) 324-336; DOI: 10.2501/JAR-2019-009
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    Why Do Great Creative Ideas Get Rejected?
    Mark Kilgour, Scott Koslow, Huw O'Connor
    Journal of Advertising Research Mar 2020, 60 (1) 12-27; DOI: 10.2501/JAR-2019-028
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    Can Your Advertisement Go Abstract Without Affecting Willingness to Pay?
    Francesco Massara, Daniele Scarpi, Daniele Porcheddu
    Journal of Advertising Research Mar 2020, 60 (1) 28-37; DOI: 10.2501/JAR-2019-005
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    The Effects of Communicating Passion in Advertising
    Micael Dahlen, Helge Thorbjørnsen, Jonas Colliander, Sara Rosengren, Alice Gemvik, Christian Thorwid
    Journal of Advertising Research Mar 2020, 60 (1) 3-11; DOI: 10.2501/JAR-2019-040
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    Gotcha! Realism of Comedic Violence And Its Impact on Brand Responses
    Malgorzata Karpinska-Krakowiak
    Journal of Advertising Research Mar 2020, 60 (1) 38-53; DOI: 10.2501/JAR-2019-004
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    Best Measures of Attention To Creative Tactics in TV Advertising
    Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, Duane Varan
    Journal of Advertising Research Sep 2019, 59 (3) 295-311; DOI: 10.2501/JAR-2019-002

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Topics

  • Analytics and data (16)
  • Celebrity endorsement (18)
  • Creativity (12)
  • Cross-platform (25)
  • Diversity (23)
  • Pharmaceutical and healthcare (8)
  • Social media and influencers (24)
  • Television (31)
  • Neuromarketing (12)
  • Segmentation and targeting (15)
  • Sponsorship (13)

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