Essays about: "Henrik Lethagen"

Found 1 essay containing the words Henrik Lethagen.

  1. 1. Unbundling Creativity

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Henrik Lethagen; Erik Modig; [2008]
    Keywords : creativity; advertising; effectiveness; attitudes; intentions;

    Abstract : In today’s media landscape advertisers find it ever more challenging to break through the clutter of competing ads in order to shape consumers’ attitudes and intentions and move them to purchase. An alternative strategy to greater advertising spending may be more creative advertising, which has been proposed to promote advertising effectiveness. READ MORE