TY  - GEN
AU  - REINARTZ, WERNER
AU  - SAFFERT, PETER
TI  - Creativity in advertising: When it works and when it dosen't
PY  - 2013///
KW  - ADVERTISING
N2  - A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign. The conservative approaches adopted in many product categories are leaving money on the table
ER  -