Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences

The creation of advertisements that attract immediate attention and simultaneously provoke thoughts and stimulate ongoing discussions is challenging. Hence, advertisers increasingly use Chutzpadik advertising, which we define as “radical advertising messaging that purposefully transgresses social no...

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Bibliographic Details

Main Authors:	Kalanit Efrat, Anne Souchon, Peter Dickenson, Ekaterina Nemkova
Format:	Default Article
Published:	2021
Subjects:	Chutzpah Chutzpadik advertising Advertising effectiveness Norm violation Novelty Audacity
Online Access:	https://hdl.handle.net/2134/16401696.v1
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