MANAGEMENT SLANT

  • Consumers place less emphasis on originality than do advertising professionals when assessing advertising creativity.
  • Appropriateness has more weight in consumers’ advertising-creativity assessments than in those of advertising professionals.
  • Consumers’ advertising-creativity assessments give more weight to execution than do those of advertising professionals.
  • In advertising development, consumers should be invited to offer their perspective on the creative work earlier in the process, so that professionals can tap consumers’ insights when they still could have an impact on production decisions.

INTRODUCTION

A vast body of research has shown the importance of advertising professionals’ creativity assessments in achieving desired consumer responses, because such creativity promotes advertisements that are more memorable and likable (Baack, Wilson, and Till, 2008; Heath, Nairn, and Bottomley, 2009; Smith, MacKenzie, Yang, Buchholz, et al., 2007; Till and Baack, 2005). Studies suggest, however, that consumers, like advertising professionals, also can assess the level of creativity in the advertisements they encounter. Consumers’ own subjective creativity assessments may correlate positively with their reaction to the advertisement (Dahlén, Rosengren, and Törn, 2008; Kim, Han, and Yoon, 2010; Modig, Dahlén, and Colliander, 2014). Additionally, research indicates that advertising professionals might have a different view of creativity than that of consumers (West, Kover, and Caruana, 2008; White and Smith, 2001; Young, 2000).