Client and agency mental models in evaluating advertising

Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluate the creative execution of print advertisements.

Client And Agency Mental Models In Evaluating Advertising

Timothy Devinney, Grahame Dowling and Michael Collins University of New South Wales

It is commonly understood that both the process of arriving at a decision and its final outcome can be sources...