How effective is creativity? emotive content in TV advertising does not increase attention

Robert G. Heath, Agnes C. Nairn, Paul A. Bottomley

Research output: Contribution to journalArticle (Academic Journal)peer-review

23 Citations (Scopus)
Original languageEnglish
JournalJournal of Advertising Research
Volume49
Issue number4
Publication statusPublished - Dec 2009

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