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How does consumer insight support the leap to a creative idea? Inside the creative process: shifting the advertising appeal from functional to emotional

Lookup NU author(s): Dr Alexander Tevi

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Author(s): Parker J, Koslow S, Ang L, Tevi A

Publication type: Article

Publication status: Published

Journal: Journal of Advertising Research

Year: 2021

Volume: 61

Issue: 1

Pages: 30-43

Online publication date: 02/03/2021

Acceptance date: 20/08/2019

ISSN (print): 0021-8499

ISSN (electronic): 1740-1909

Publisher: World Advertising Research Center

URL: https://doi.org/10.2501/JAR-2020-012

DOI: 10.2501/JAR-2020-012

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