Creativity and Hierarchy of Effects in Advertising.

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F12%3A00193138" target="_blank" >RIV/62156489:43110/12:00193138 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Creativity and Hierarchy of Effects in Advertising.

Original language description

Importance of creativity in advertising is without any discussion because this phenomena is being considered as one of the most important factors for successful and effective advertising. In this article creativity is linked with one of the models whichexplain the principles how advertising works e.g. hierarchy of effects model. The influence of creativity in particular steps of the model is explained with creativity influence on attention, attitude, affective and conative stage of decision making process. Perception of creativity depends on many factors. One of the most important in global advertising is culture.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

Z - Vyzkumny zamer (s odkazem do CEZ)

Publication year

2012

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Wissenschaftszeitschrift

ISSN

2074-854X

e-ISSN

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Volume of the periodical

3.

Issue of the periodical within the volume

1.

Country of publishing house

AT - AUSTRIA

Number of pages

5

Pages from-to

6-10

UT code for WoS article

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EID of the result in the Scopus database

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