About this document
2004 MT General Theory of Creativity by Khánh Vy 47, Nguyễn Tống is a document available to read on EtoBox.
The document discusses the importance of creativity in advertising, highlighting the lack of systematic research on the topic. It defines ad creativity as a combination of divergence (novelty) and relevance, proposing a model that examines their effects on consumer response. The authors call for further research in various areas to develop a comprehensive theory of creativity in advertising.
- Author
- Khánh Vy 47, Nguyễn Tống
- Language
- EN