Client and agency mental models in evaluating advertising

World Advertising Research Center Limited
Publication Type:
Journal Article
International Journal of Advertising, 2005, 24 (1), pp. 35 - 50
Issue Date:
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Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluate the creative execution of print advertisements. It is found that while each group uses a different mental model to evaluate four such advertisements, they agree on the most preferred advertisement. Conflict is present but it does not reach a dysfunctional level.
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