Client and agency mental models in evaluating advertising

Devinney, TM; Dowling, GR; Collins, M

Client and agency mental models in evaluating advertising

Devinney, TM Dowling, GR Collins, M

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

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Field	Value	Language
dc.contributor.author	Devinney, TM	en_US
dc.contributor.author	Dowling, GR	en_US
dc.contributor.author	Collins, M	en_US
dc.date.issued	2005-01	en_US
dc.identifier.citation	International Journal of Advertising, 2005, 24 (1), pp. 35 - 50	en_US
dc.identifier.issn	0265-0487	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10103
dc.description.abstract	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.	en_US
dc.publisher	World Advertising Research Center Limited	en_US
dc.relation.ispartof	International Journal of Advertising	en_US
dc.subject.classification	Marketing	en_US
dc.title	Client and agency mental models in evaluating advertising	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	24	en_US
utslib.for	150504 Marketing Measurement	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/School of Marketing
pubs.organisational-group	/University of Technology Sydney/Strength - CMOS - Centre for Management and Organisation Studies
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.issue	1	en_US
pubs.notes	ED - OK	en_US
pubs.volume	24	en_US

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Abstract:

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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http://hdl.handle.net/10453/10103