Client and agency mental models in evaluating advertising
Michael Collins, Grahame Dowling and Timothy Devinney
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 WalesIt is commonly understood that both the process
of arriving at a decision and its final outcome can be sources...
