A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners

Author: Stuhlfaut Mark W.   Yoo Chan Yun  

Publisher: Routledge Ltd

ISSN: 1466-4445

Source: Journal of Marketing Communications, Vol.19, Iss.2, 2013-04, pp. : 81-97

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract