Creativity in advertising When it works and when it dosen't

By:

REINARTZ, WERNER

Contributor(s):

SAFFERT, PETER

Material type:

Mixed materialsPublication details: 2013Description: 95-100Subject(s):

ADVERTISING

NLM classification:

659.1

In: HARVARD BUSINESS REVIEWMSummary: A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign. The conservative approaches adopted in many product categories are leaving money on the table.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		8/6	Available		P14897

A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign. The conservative approaches adopted in many product categories are leaving money on the table.

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