Creativity and ad theory

Authors

• Sheila L. Sasser, Eastern Michigan University
• Scott Koslow, Macquarie University

Document Type

Book Chapter

Publication Date

2019

Department/School

Marketing

Publication Title

Advertising Theory (2nd Ed.)

Abstract

The chapter reviews studies on creativity that fit within the 3Ps of Person, Place, and Process, to shed light on the many ways creativity in advertising can be explained.

Comments

S. Sasser is a faculty member in EMU's Department of Marketing.

Recommended Citation

Sasser, S., & Koslow, S. (2019). Creativity and ad theory. In S. Rodgers & E. Thorson (Eds.), Advertising theory, 2nd edition. Routledge. https://doi.org/10.4324/9781351208314-13