000			00673npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a659.1
100			_aREINARTZ, WERNER
245			_aCreativity in advertising _bWhen it works and when it dosen't
260			_c2013
300			_a95-100
520			_aA 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.
653			_aADVERTISING
700			_aSAFFERT, PETER
773			_oP14897 _nM _926773 _011178 _tHARVARD BUSINESS REVIEW
942			_2ddc _cARTCL
999			_c11880 _d11880