Macquarie University, Sydney Macquarie University ResearchOnline

Showing items 1 - 15 of 21.

Add to Quick Collection   All 21 Results

Sort:
 Add All Items to Quick Collection
Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1053822
Description: This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand age ... More
Reviewed: Reviewed
Authors: Koslow, Scott
Date: 2015
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/354516
Description: 4 page(s)
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/217162
Description: Given the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/261869
Description: The article looks at creativity in advertising in the context of the relationships between advertising agencies and their corporate clients, as of 2013. The authors outline trends and prior research r ... More
Reviewed: Reviewed
Date: 2012
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/175243
Description: 21 page(s)
Date: 2012
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/207321
Description: 27 page(s)
Date: 2012
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/215051
Description: Creativity is a trait that is treasured by both advertising agencies and clients. How is greater creativity nurtured and cultivated in such an intense environment? Passion (in the form of intrinsic mo ... More
Reviewed: Reviewed
Date: 2012
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/218264
Description: Some advertising agencies and their marketing clients have traditionally invested in long term relationships that were greatly valued. Recent economic imperatives have prompted many clients to break s ... More
Reviewed: Reviewed
Date: 2011
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/166534
Description: 13 page(s)
Date: 2011
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/157760
Description: Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of sca ... More
Reviewed: Reviewed
Date: 2010
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/165965
Description: Standardisation versus localisation is an enduring topic in international advertising. The generalisability of research on the topic is another issue. We address the second issue and in the process sh ... More
Reviewed: Reviewed
Date: 2009
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/163593
Description: The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives ... More
Reviewed: Reviewed
Date: 2008
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/163596
Description: An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are exam ... More
Reviewed: Reviewed
Date: 2008
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/176321
Description: 18 page(s)
Date: 2007
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/157789
Description: This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ... More
Reviewed: Reviewed