Advertising creativity: Its effects on interactive digital media response states towards consumers’ hierarchy of effects

• المؤلف الرئيسي: Paredes, Miguel Paolo Lucero
• التنسيق: text
• اللغة: English
• منشور في: Animo Repository 2023
• الموضوعات: Creativity in advertising; Internet advertising; Advertising and Promotion Management
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/etdd_manorg/8; https://animorepository.dlsu.edu.ph/context/etdd_manorg/article/1009/viewcontent/Advertising_Creativity__Its_Effects_on_Interactive_Digital_Media_Redacted2.pdf

The study focuses on the influence of Advertising Creativity (AC) on advertising effectiveness in the context of emerging dynamic characteristics of Interactive Digital Media (IDM). This investigation extends the process of Advertising Creativity reception towards the different stages of the Hierarc...