43. 2-1: How can we test for high creativity and for the potential success of creative ideas in advertising?

JCIRA: Curious and Interesting
03/05/2022 2 min Temporada 43 Episodio 2
43. 2-1: How can we test for high creativity and for the potential success of creative ideas in advertising?

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Episode Synopsis

John R. Rossiter (2022) Creativity in Advertising: How to Test for Highly Creative Individuals, How to Generate Alternative Creative Ideas, and How to Pretest Them, Journal of Current Issues & Research in Advertising, 43:2, 123-136, DOI: 10.1080/10641734.2021.2010245
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