ABSTRACT
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.
- Received February 8, 2016.
- Received (in revised form) November 21, 2017.
- Accepted February 7, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 3
