Creativity vs. Effectiveness? An Integrating Classification for Advertising
研究消费者情绪反应，帮助定义既具创意又有效的广告，并质疑标准广告反应指标，主张加入情绪测量。
In many agencies, advertising creativity and effectiveness seem almost antipathetic. This research explores consumers’ emotional reactions to help define advertising perceived as both creative and effective. In doing this, the article also raises questions about some standard individual measures of advertising response, opting in addition for measures of emotional response.