Advertising creativity: Balancing surprise and regularity

Jacob Goldenberg, David Mazursky

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

4 Scopus citations

Original language	English
Title of host publication	The SAGE Handbook of Advertising
Publisher	SAGE Publications Inc.
Pages	283-298
Number of pages	16
ISBN (Electronic)	9781848607897
ISBN (Print)	9781412918862
DOIs	https://doi.org/10.4135/9781848607897.n18
State	Published - 1 Jan 2007

Access to Document

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