TY  - BOOK
AU  - Hurman,James
TI  - The case for creativity: two decades' evidence of the link between imaginative marketing and commercial success 
SN  - 9780958299732 (hbk.)
U1  - 659.1 23
PY  - 2011///
CY  - Auckland, N.Z.
PB  - AUT Media
KW  - Creativity in advertising
N1  - Includes bibliographical references; 1; The case for this book --; 2; The case for creative agencies --; 3; Identifying creativity --; 4; The case for originality --; 5; The case for creative advertising (aacording to Donald Gunn, the IPA and McKinsey & Company) --; 6; How creativity makes advertising more effective (according to Bill Bernbach and a tweed of academics) --; 7; The case for creative companies --; 8; The future case for creativity --; 9; The case for creativity --; Appendix; The 15 studies
ER  -