This paper explored the comparative effectiveness between high creative advertising and low creative advertising. The result showed that high creative advertising showed more positive belief bias and inference than low creative advertising. Based on the findings, we discussed theoretical and practical issues in advertising creativity.
This paper explored the comparative effectiveness between high creative advertising and low creative advertising. The result showed that high creative advertising showed more positive belief bias and inference than low creative advertising. Based on the findings, we discussed theoretical and practical issues in advertising creativity.
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