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 journal › Article (Academic Journal) › peer-review

15 Citations (Scopus)

Original language	English
Journal	Journal of Advertising Research
Volume	49
Issue number	4
Publication status	Published - Dec 2009

Handle.net

@article{2e9b534291d34db4a429f104d79649eb,

title = "How effective is creativity? emotive content in TV advertising does not increase attention",

author = "Heath, {Robert G.} and Nairn, {Agnes C.} and Bottomley, {Paul A.}",

year = "2009",

month = dec,

language = "English",

volume = "49",

journal = "Journal of Advertising Research",

issn = "0021-8499",

publisher = "World Advertising Research Center",

number = "4",

}

TY - JOUR

T1 - How effective is creativity? emotive content in TV advertising does not increase attention

AU - Heath, Robert G.

AU - Nairn, Agnes C.

AU - Bottomley, Paul A.

PY - 2009/12

Y1 - 2009/12

UR - http://www.scopus.com/inward/record.url?scp=77958193003&partnerID=8YFLogxK

M3 - Article (Academic Journal)

AN - SCOPUS:77958193003

SN - 0021-8499

VL - 49

JO - Journal of Advertising Research

JF - Journal of Advertising Research

IS - 4

ER -