Advertising creativity: Balancing surprise and regularity

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

@inbook{2f0e7288cf6c432499ee50ba28e2ab45,

title = "Advertising creativity: Balancing surprise and regularity",

author = "Jacob Goldenberg and David Mazursky",

year = "2007",

month = jan,

day = "1",

doi = "10.4135/9781848607897.n18",

language = "אנגלית",

isbn = "9781412918862",

pages = "283--298",

booktitle = "The SAGE Handbook of Advertising",

publisher = "SAGE Publications Inc.",

address = "ארצות הברית",

}

TY - CHAP

T1 - Advertising creativity

T2 - Balancing surprise and regularity

AU - Goldenberg, Jacob

AU - Mazursky, David

PY - 2007/1/1

Y1 - 2007/1/1

UR - https://www.scopus.com/pages/publications/84949767578

U2 - 10.4135/9781848607897.n18

DO - 10.4135/9781848607897.n18

M3 - ???researchoutput.researchoutputtypes.contributiontobookanthology.chapter???

AN - SCOPUS:84949767578

SN - 9781412918862

SP - 283

EP - 298

BT - The SAGE Handbook of Advertising

PB - SAGE Publications Inc.

ER -