Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments October 2002 erstellt
Description:
Advertising creativity is conceptualized as a function of three dimensions - novelty, meaningfulness, and connectedness. Novelty and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship among these dimensions and ad effectiveness, the linkage of ad creativity level to persuasion, and the measurement of the three ad creativity dimensions are discussed