Construct · 1 fields · 1 citations

advertising creativity: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
advertisingcreativity1 CONSTRUCTAdvertising creativitySMITH · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the degree to which an ad is both divergent, meaning novel or unusual, and relevant to the audience.

In advertising, advertising creativity refers to the degree to which an ad is both divergent, meaning novel or unusual, and relevant to the audience. This meaning comes from Smith (2007) in Marketing Science.[1]

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Nearby constructs

audience3 fields · 7 citationsjingle · one word, three constructscreativity4 names · 5 citationsjangle · one construct, four conceptionsdegree1 fields · 1 citationsanchor · a standalone construct

References

  1. Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M., & Darley, W. K. (2007). Modeling the Determinants and Effects of Creativity in Advertising. Marketing Science, 26(6), 819-833. https://doi.org/10.1287/mksc.1070.0272

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