Advertising creativity: Ad agencies' and clients' perceptions

Name: Advertising creativity: Ad agencies' and clients' perceptions
Brand: LAP Lambert Academic Publishing
SKU: 9783330025226
Price: 183.93 PLN
Availability: InStock

How advertising creativity affects ad agency-client relationship?

Autor: Athina Y. Zotou

Język:

Oprawa: Miękka

Wydawca: LAP Lambert Academic Publishing

Dostępność: Dostępna u dostawcy

Wysyłamy za 5-8 dni

183.93 zł

Literature suggests a bulk of research on advertising creativity, however only few studies are inves...

Informacje o książce

Autor

Athina Y. Zotou

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2017

strony

288

EAN

9783330025226

ISBN

3330025220

Enbook ID

15789185

Wydawca

LAP Lambert Academic Publishing

Waga

445

Wymiary

150 x 220 x 17

Pełny opis

Literature suggests a bulk of research on advertising creativity, however only few studies are investigating advertising creativity in the broader context of ad agency-client relationship. Throughout qualitative and quantitative methods, the present research aims, at investigating the different perceptions and approaches of advertising agencies and clients, regarding advertising creativity and its dimensions. Their perception of agreement (PoAg) on what constitutes advertising creativity is another point of investigation. The influence of this PoAg on key elements describing agency-client relationship (trust, commitment, satisfaction and conflict) is also examined. The findings of the study contribute to a better understanding of how agencies and clients perceive advertising creativity and in what extent the involved parties believe that they agree on what constitutes advertising creativity. Results offer additional insight about how major constructs of their relationship such as trust, commitment and satisfaction can affect or be affected from their PoAg on what constitutes advertising creativity. Major theoretical and practical implications are also proposed.

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Advertising creativity: Ad agencies' and clients' perceptions

How advertising creativity affects ad agency-client relationship?

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Pełny opis

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Klienci, którzy kupili tę książkę, kupili również