Necessary but not sufficient: Beyond novelty in advertising creativity

Author: Ang Swee Hoon   Leong Siew Meng   Lee Yih Hwai   Lou Seng Lee  

Publisher: Routledge Ltd

ISSN: 1466-4445

Source: Journal of Marketing Communications, Vol.20, Iss.3, 2014-05, pp. : 214-230

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