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La créativité publicitaire

La créativité publicitaire

Athina Y. Zotou

66,92 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2023
Materia
Ventas y marketing
ISBN:
9786206444084
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La littérature fait état d’un grand nombre de recherches sur la créativité publicitaire, mais peu d’études s’intéressent à la créativité publicitaire dans le contexte plus large des relations entre les agences de publicité et leurs clients. Grâce à des méthodes qualitatives et quantitatives, la présente étude vise à examiner les différentes perceptions et approches des agences de publicité et des clients en ce qui concerne la créativité publicitaire et ses dimensions. Leur perception de l’accord (PoAg) sur ce qui constitue la créativité publicitaire est un autre point d’investigation. L’influence de ce PoAg sur les éléments clés décrivant la relation agence-client (confiance, engagement, satisfaction et conflit) est également examinée. Les résultats de l’étude permettent de mieux comprendre comment les agences et les clients perçoivent la créativité publicitaire et dans quelle mesure les parties concernées pensent qu’elles sont d’accord sur ce qui constitue la créativité publicitaire. Les résultats offrent un aperçu supplémentaire de la manière dont les principaux éléments de leur relation, tels que la confiance, l’engagement et la satisfaction, peuvent affecter ou être affectés par leur PoAg sur ce qui constitue la créativité publicitaire. Des implications théoriques et pratiques majeures sont également proposées.

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