Does it matter what you look for? : what practitioners see in "creative" versus "effective" advertisements

Modig, ErikStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1155011120006056
https://research.hhs.se/esploro/outputs/other/Does-it-matter-what-you-look/991001480221606056URI

Ingår i avhandling 1. Understanding advertising creativity: how perceptions of creativity influence advertising effectiveness
This papers poses the question if it matters if agencies aim for creativity or effectiveness when producing advertisements? Building on the notion that creativity and effectiveness may consist of the same sub-dimensions, we hypothesize how practitioners weigh these subdimensions differently in their assessments as they take either a peer perspective on the creativity or a consumer perspective on the effectiveness of advertisements. Testing the hypotheses, more than 2,000 pracitioners rate real advertisements on the four sub-dimensions divergence, relevance, well-craftiness and humor, and assess the advertisements' creativity and effectiveness. We find that practitioners' assessments of both creativity and effectiveness can be derived from the same sub-dimensions, however they are weighed differently. The results could be used to form a common language to discuss both creativity and effectiveness and coordinate work between different perspectives.

Dahlén, MicaelStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)66@hhs.se (författare)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

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