Advertising Creativity: Some Open Questions

Arthur J. Kover

This article asks questions about advertising creativity, investigating the link between creativity and effectiveness, and whether creativity is necessary in all advertising.

Advertising Creativity: Some Open Questions

Arthur J. Kover

Fordham University

Editor's Note

Professor Arthur Kover is a scholar in the field of advertising creativity. Kover spent 23 years in advertising agencies, including J. Walter Thompson; Foote, Cone...

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