PT  - JOURNAL ARTICLE
AU  - Erik Modig
AU  - Micael Dahlen
TI  - Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals
AID  - 10.2501/JAR-2019-009
DP  - 2019 Mar 29
TA  - Journal of Advertising Research
PG  - JAR-2019-009
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/03/20/JAR-2019-009.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/03/20/JAR-2019-009.full
AB  - Research has shown the importance of advertising professionals' 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 agency's professionals or of the client's customers? Recognizing and addressing both perspectives might increase the effectiveness of advertising campaigns.