Understanding Creative Service: A Qualitative Study Of The Advertising Problem Delineation, Communication And Response (APDCR) Process
Railton Hill Swinburne University of TechnologyLester W. Johnson Mt Eliza Business School
INTRODUCTION
Kalasunas (1985) said that, 'Basically, what clients want from agencies is creative, is advertising itself, the advertising product...The other services an agency offers are clearly secondary'. The focus of this study is the provision of the creative advertising ideas that underpin subsequent executions ultimately presented...