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Download full textMcStay, Andrew – Qualitative Report, 2010
In this paper I seek to inquire upon audience's perceptions of creativity in online advertising--a heretofore poorly understood area. This paper initially outlines current academic understanding of creativity in online advertising, mainly derived from quantitative assessments. It then advances a qualitative methodology including diary-interviews…
Descriptors: Creativity, Advertising, Audience Analysis, Classification
