Creating Interactive Advertising

Stewart Pearson

Chapter 9 in Building Brands Directly, 1996, pp 206-229 from Palgrave Macmillan

Abstract: Abstract Creativity resists analysis, and advertising creativity in particular defies attempts to define the factors that underlie success. Advertising is a commercial activity, so must result in sales, but the process by which advertising leads to sales is not well understood. The result is that for business management advertising is often a matter of faith — it is not uncommon to hear of managers who either ‘believe’ in advertising, or otherwise.

Keywords: Direct Response; Book Club; Customer Service Representative; Competitive Brand; Response Advertising (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_9

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