Research Handbook of Innovation and Creativity for Marketing Management
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Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
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Chapter 10: Creativity in advertisement: how advertisements strike people – a critical discussion of the role of original ideas and background music

Alessandro Antonietti and Barbara Colombo


Creativity is essential in the development of advertisements. This study discusses the importance of qualities that a creative advertisement should possess. It also addresses naive people’s awareness of the mental mechanisms in the creative advertisement development process. The role of music in producing creative advertisements is also discussed. An exemplary fieldwork research study was carried out, which links to what was discussed earlier in this study.

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