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.

中文翻译：

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量化消费者对广告专业人士的广告创意评估

摘要研究表明，广告专业人士的创造力评估对于实现所需的消费者反应非常重要。消费者还评估他们遇到的广告中的创造力水平，但是，他们的主观创造力评估可能与他们对广告的反应成正相关。广告商和代理商是否应专注于代理商专业人员或客户客户的创造性判断？认识和解决这两种观点可能会提高广告活动的有效性。