Influencia de la organización del tiempo sobre la creatividad en las agencias de publicidad

Authors

  • Cristina Etayo Pérez UNIVERSIDAD DE NAVARRA
  • Jorge del Río Pérez UNIVERSIDAD DE NAVARRA

Abstract

Creativity is the main attribute in the quality assessment of the services offered by advertising agencies. This research analyses how creativity is influenced by the organization of working time and the office hours in the advertising agency. The negative consequences that result from these aspects, as well as the kind of measures used to alleviate these negative effects are also considered. In order to carry out the research, the authors conducted personal interviews to a sample of executive creative directors of the main advertising agencies in Spain.


Keywords

Creativity, advertising agencies, time organization

References

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DOI

https://doi.org/10.5565/rev/qp.124

Published

2008-07-31

How to Cite

Etayo Pérez, C., & del Río Pérez, J. (2008). Influencia de la organización del tiempo sobre la creatividad en las agencias de publicidad. Questiones Publicitarias, (13), 27–37. https://doi.org/10.5565/rev/qp.124

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Copyright (c) 2008 Cristina Etayo Pérez, Jorge del Río Pérez

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.