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Keywords: Creative
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (9): 2245–2255.
Published: 07 July 2020
... perfect, and evidence for its validity is limited and conflicting (Blair, 1987 ; Lodish et al., 1995). The index method provides another tool in the advertiser’s toolbox. An index method takes a different approach from both managerial judgement and pre-testing by focusing on the creative...
