Topical advertising: the role of timing and creativity in understanding its effectiveness
Publicatie
van
Kenniscentrum Creating 010
K. Mazerant-Dubois |
Proefschrift
|
Publicatiedatum:
07 juli 2022
This dissertation consists of five studies, addressing the shortcomings in the advertising literature regarding topical advertising, timing, ad creativity, and the role of timing in ad creativity.