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The Dilemma of Creative Advertising
Journal of Marketing
Vol. 25, No. 2 (Oct., 1960), pp. 1-6
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248603
Page Count: 6
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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.
Journal of Marketing © 1960 American Marketing Association