Evaluating advertising creativity: experts vs students
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https://doi.org/10.17979/redma.2026.30.1.13451Abstract
Creativity is a fundamental evaluation criterion in the advertising industry, and sector festivals set the standard. This study examines the affinity between sector and education in this regard by comparing the creative judgements of marketing and advertising students with a composite expert opinion based on the official award decision and an individual jury member assessment at the National Creativity Awards. A total of 42 students evaluated four Grand Prix-winning campaigns according to subcategories corresponding to the dimensions “Values” and “Craft”. Their responses were analysed using dichotomous (presence/absence) coding. The results show a moderate level of agreement between responses, with “Craft” subcategories scoring higher than those for “Values”. A consistent pattern of higher agreement was also observed in relation to subcategories not selected by the jury, suggesting a preference for non-central elements and confirming the interpretative nature of creative evaluation.
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