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Articles (238)

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1-10 of 238 results for Advertising creativity

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Select article: The Impact of Advertising Creative Strategy on Advertising Elasticity

Retricted access

Research article

First published 2023-1

The Impact of Advertising Creative Strategy on Advertising Elasticity

Filippo Dall’Olio, Demetrios Vakratsas

Journal of Marketing

Select article: Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

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Research article

First published 2004-06

Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

Robert E. Smith, Xiaojing Yang

Marketing Theory

Select article: Desperately Seeking Advertising Creativity: AI’s Impact

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Research article

First published 2025-11

Desperately Seeking Advertising Creativity: AI’s Impact

Sabrina Habib

Journal of Advertising Education

Select article: Profiles of Advertising Students: Are “Creatives” Different From the Rest?

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Research article

First published 2017

Profiles of Advertising Students: Are “Creatives” Different From the Rest?

Jami A. Fullerton, Alice Kendrick

Journalism & Mass Communication Educator

Select article: A Meta-Analysis of When and How Advertising Creativity Works

Open access

Research article

First published 2020-11

A Meta-Analysis of When and How Advertising Creativity Works

Sara Rosengren, Martin Eisend, Scott Koslow [...]

Journal of Marketing

Select article: The organization of creativity in Japanese advertising production

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Research article

First published 2009-07

The organization of creativity in Japanese advertising production

Brian Moeran

Human Relations

Select article: Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale

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Research article

First published 2008-12

Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale

Maria Mercanti-Guérin

Recherche et Applications en Marketing (English Edition)

Select article: Advertising Creativity in the Age of AI: Review of the AEJMC Advertising Division 2025 Teaching Pre-Conference

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Research article

First published 2026

Advertising Creativity in the Age of AI: Review of the AEJMC Advertising Division 2025 Teaching Pre-Conference

Juliana Fernandes, Samuel M. Tham, Sabrina Habib [...]

Journal of Advertising Education

Select article: Effects of Creativity in AI Advertising: The Mediating Role of Perceived Uncanniness

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Research article

First published 2026-2

Effects of Creativity in AI Advertising: The Mediating Role of Perceived Uncanniness

Yoori Hwang, Se-Hoon Jeong

Cyberpsychology,Behavior,and Social Networking

Select article: Creativity as a key competence in advertising industry: Knowledge management and creative potential stimulation

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Research article

First published 2025-4

Creativity as a key competence in advertising industry: Knowledge management and creative potential stimulation

Jin-Biao Lu, Zhi-Jiang Liu, Milena Tsvetkova

Journal of Information Science

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