References Case

References

Cropley, D. H. & Cropley, A. J. 2000, Fostering creativity in engineering undergraduates, High Ability Studies, 11(2), 207-219.

Robinson, J. R. 2008, Webster's Dictionary definitions of creativity, Online Journal of Workforce Education and Development 3(2). <http://wed.-siu.edu/Journal/VolIIInum2/Article_1.pdf>

Smith, R. E., S. B. MacKenzie, X. Yang, L. M. Buchholz, W. K. Darley (2007), Modeling the Determinants and Effects of Creativity in Advertising, Marketing Science, Vol. 26, Issue 6, pp. 19-33.

Smith, R. E. & Yang X. 2004, Toward a General Theory of Creativity in Advertising: Examining the Role of

Divergence, Marketing Theory, June, Vol. 4 Issue 1, pp.31-58.

Till, B. D. & Baack, D. W. 2005, Recall and Persuasion: Does Creativity Matter?, Journal of Advertising, Vol. 34, No. 3, pp. 47-57.

the ability to make or otherwise bring into existence something new, whether a new solution to a problem, a new method or device, or a new artistic object or form".In the advertising process, "the perceptions of advertising creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response" (Till B. D. & Baack D. W. 2005). Simply, "being creative means being able to change with the times, being flexible, innovative, and coming up with better ways to produce and market products and services''

References

Cropley, D. H. & Cropley, A. J. 2000, Fostering creativity in engineering undergraduates, High Ability Studies, 11(2), 207-219.

Robinson, J. R. 2008, Webster's Dictionary definitions of creativity, Online Journal of Workforce Education and Development 3(2). <http://wed.-siu.edu/Journal/VolIIInum2/Article_1.pdf>

Smith, R. E., S. B. MacKenzie, X. Yang, L. M. Buchholz, W. K. Darley (2007), Modeling the Determinants and Effects of Creativity in Advertising, Marketing Science, Vol. 26, Issue 6, pp. 19-33.

Smith, R. E. & Yang X. 2004, Toward a General Theory of Creativity in Advertising: Examining the Role of

Divergence, Marketing Theory, June, Vol. 4 Issue 1, pp.31-58.

Till, B. D. & Baack, D. W. 2005, Recall and Persuasion: Does Creativity Matter?, Journal of Advertising, Vol. 34, No. 3, pp. 47-57.

the ability to make or otherwise bring into existence something new, whether a new solution to a problem, a new method or device, or a new artistic object or form".In the advertising process, "the perceptions of advertising creativity are determined by the interaction between