Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

The Dilemma of Creative Advertising

Alfred Politz
Journal of Marketing
Vol. 25, No. 2 (Oct., 1960), pp. 1-6
DOI: 10.2307/1248603
Stable URL: http://www.jstor.org/stable/1248603
Page Count: 6
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Dilemma of Creative Advertising
Preview not available

Abstract

Why does so much of our contemporary advertising violate the rules of effective communication, the application of which could easily increase the power of advertising? This article explains why... by pointing out several factors which have been overlooked or misunderstood in advertising theory. It also tells how the advertiser can make his advertising operate much more effectively.

Page Thumbnails

  • Thumbnail: Page 
1
    1
  • Thumbnail: Page 
2
    2
  • Thumbnail: Page 
3
    3
  • Thumbnail: Page 
4
    4
  • Thumbnail: Page 
5
    5
  • Thumbnail: Page 
6
    6