Client and agency mental models in evaluating advertising

Publisher:
World Advertising Research Center Limited
Publication Type:
Journal Article
Citation:
International Journal of Advertising, 2005, 24 (1), pp. 35 - 50
Issue Date:
2005-01
Full metadata record
Files in This Item:
Filename Description Size
Thumbnail2008005326OK.pdf16.61 MB
Adobe PDF
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.
Please use this identifier to cite or link to this item: