Quantifying the advertising-creativity assessments of consumers versus advertising professionals: Does it matter whom you ask?

Research has shown the importance of advertising professionals' creativity assessments in achieving desired consumer responses.

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...

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