RT Journal Article SR Electronic T1 Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals JF Journal of Advertising Research JO J Advert Res FD WARC SP 324 OP 336 DO 10.2501/JAR-2019-009 VO 60 IS 3 A1 Erik Modig A1 Micael Dahlen YR 2020 UL http://www.journalofadvertisingresearch.com/content/60/3/324.abstract 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.