Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals

ABSTRACT

Research has shown the importance of advertising professionals9 creativity assessments in achieving desired consumer responses. Consumers also assess the level of creativity in the advertisements they encounter, however, and their subjective creativity assessments may correlate positively with their reaction to the advertisement. Should advertisers and agencies focus on the creative judgments of the agency9s professionals or of the client9s customers? Recognizing and addressing both perspectives might increase the effectiveness of advertising campaigns.