Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find

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Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find an example of an advertisement that reflects these various characteristics and explain how it does so.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0078028977

10th Edition

Authors: George Belch, Michael Belch

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Question Posted: Jan 14, 2015 09:41 AM

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Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find

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Divergence is viewed as one of the two key determinants of creativity along with relevance and refer...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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