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| Author: | Devinney, T. Dowling, G. Collins, M. |
| Title: | Client and agency mental models in evaluating advertising |
| Journal: | International Journal of Advertising
2005 : VOL. 24:1, p. 35-50 |
| Index terms: | Advertising agencies Marketing Executives Communication Models |
| Language: | eng |
| Abstract: | This paper examines whether advertising agency and client managers use the same mental models (hereafter as: m-mod./m-mods.) in evaluating the creative execution of print advertisements (here as: ad./ads.). It is found that while each group uses a different m-mod. to evaluate four such ads, they agree on the most preferred ad. Conflict is present but it does not reach a dysfunctional level. |
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