Afshar Mohajer, K. (2007). Creativity in Press, Journal of Fani-Herfei, 2(4):1- 4.
Ang, S. H. & Low, S. (2000). Exploring the dimensions of ad creativity, Psychology and Marketing,17(10): 835- 854.
Ang, S. H., Lee, Y. H. & Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation, Journal of the Academy of Marketing Sciences,35(2): 220- 232.
Ang, S. H., Lee, Y. H. & Leong, S. M. (2012). Necessary but not sufficient: Beyond novelty in advertising creativity, Journal of Marketing Communication, 1: 1- 17.
El-Murad, J. & West, D. C. (2004). The definition and measurement of creativity: What do we know, Journal of Advertising Research, 44(2): 188-201.
Haberland, G. S. & Dacin, P. A. (1992). The development of a measure to assess viewers’ judgments of the creativity of an advertisement: A preliminary study, Advance in Consumer Research, 19: 817- 825.
Kim, B., Han, S. & Yoon, S. (2010). Advertising creativity in Korea, Journal of Advertising, 39(2): 93- 108.
Koslow, S., Sasser, S. L. & Riordon, E. A. (2003). What is creative to whom and why: Perceptions in advertising agencies, Journal of advertising Research, 43(1): 96- 110.
Maleki, M. & Haji Hasani, N. (2013). Investment in brand reinforcement and credibility in advertising, Business Management, 5(4): 79- 98. (In Persian)
Mehrjoo, B. (2012). The Expenses of managing Iran’s greateast economical foundation, retrived from: http://www.ireconomy.ir/fa/page/2145 (In Persian)
Modig, E. (2012). Understanding advertising creativity: How perceptions of creativity influence advertising effectiveness, Stockholm School of Economic.
Mohammadian, M. & Aghajan, A. (2003). Pathology of advertising in Iran, Horoufiyeh Publication, Tehran. (In Persian)
Motavaselol hagh, S. (2008). Creativity in advertising, Journal of Ketab Mah Honar, 122: 66- 79. (In Persian)
Roshandel Arbatani, T., Khajeian, D. & Azami, A. (2010). Designing metrics for measurement of commercial advertising on audiences in IRIB, Business Management, 2(4): 53- 72. (In Persian)
Sheinin, D. A., Varki, S. & Ashley, A. (2011). The differential effects of ad novelty and message usefulness on brand judgments, Journal of Advertising, 40(3): 5- 17.
Smith, R. E. & Yang, X. (2004). Toward a general Theory of Creativity in Advertising: Examining the role of divergence, Marketing Theory, 4(1): 31- 58.
Smith, R. E., Mackenzie, S. B., Yang, X., Buchholz, L. M. & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising, Marketing Science, 26(6): 819- 833.
Smith, R. E., Chen, J. & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects, Journal of Advertising,37(4): 47- 61.
Stuhlfaut, M. W. & Yoo, C. Y. (2011). A tool for evaluating advertising concept: Desirable characteristics as viewed by creative practitioners, Journal of Marketing Communication, 19(2): 81- 97.
West, D. C., Kover, A. J. & Caruana, A. (2008). Practitioner and customer views of advertising creativity, Journal of Advertising, 37(4): 35- 45.
White, A. & Smith, B. L. (2001). Assessing advertising creativity using the creative product semantic scale, Journal of Advertising Research, 41(6): 27-34.
Yang, X. & Smith, R. E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity, Marketing Science, 29(5): 935- 949.