Understanding creative service: a qualitative study of the advertising problem delineation, communication and response
Lester W. Johnson and Railton Hill
The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context.
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...
