The chapter concludes with a quote from Harold Mitchell in which he pleads for measurement not to

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The chapter concludes with a quote from Harold Mitchell in which he pleads for measurement not to suffocate creativity. This has always been a concern, even when David Ogilvy championed the early use of research in advertising. Do you think such concerns are justified? When does research make ideas bigger and when does it kill creativity?

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Advertising: An Integrated Marketing Communication

ISBN: 9781760422998

4th Edition

Authors: George E. Belch, Michael A. Belch, Gayle Ker

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