Table 1

Study 1: Advertisements and Their Ratings by Consumers and Practitioners

			Consumer Sample			Practitioner Sample
Industry	Brand Scope	Medium	Mean Creativity	n	SD	Mean Creativity	n	SD
Food retailer	National	Print	5.66	202	1.46	5.55	81	1.41
Sweets manufacturer	National	Print	5.15	221	1.60	5.87	72	1.10
Telephone operator	National	National TV	4.73	271	1.62	4.60	87	1.56
Bread manufacturer	National	National TV	4.65	219	1.47	4.62	90	1.68
Pharmacy	National	National TV	4.64	210	1.52	3.62	82	1.70
Home electronics	Global	Print	4.51	200	1.49	2.01	83	1.32
Bank	Global	Print	4.36	210	1.54	3.28	77	1.64
Snacks	National	National TV	4.29	221	1.68	3.95	70	1.64
Car manufacturer	Global	Print	4.29	219	1.69	4.55	82	1.52
Insurance company	National	National TV	4.26	216	1.48	3.28	87	1.66
Energy drink	National	National TV	4.25	216	1.72	4.06	83	1.59
Sportswear	National	Print	4.23	221	1.64	4.25	80	1.73
Bank	National	Print	4.22	271	1.85	5.40	84	1.43
Train transport	National	National TV	4.20	202	1.51	4.25	76	1.49
Fast food chain	National	Print	4.09	271	1.31	2.55	74	1.33
Insurance company	National	Print	4.02	210	1.40	3.07	68	1.56
Car manufacturer	National	Print	3.97	216	1.60	3.58	80	1.76
Sportswear	National	Print	3.75	200	1.61	4.42	75	1.62
Car manufacturer	Global	Print	3.74	202	1.51	2.60	67	1.39
Food retailer	National	Print	3.40	200	1.36	3.08	72	1.71
Total sample			4.33	4,398	1.62	3.95	1,570	1.84