What Makes Win, Place, or Show?
研究了广告奖项中创意评判的标准和过程，发现评审小组的构成和启发式方法主导了决策，对广告从业者和评审组织者理解奖项机制有参考价值。
<h3>ABSTRACT</h3> Judging advertising creativity at award shows is poorly understood. This research assessed what constitutes advertising creativity; examined the benefits and consequences of advertising-award shows; and investigated how judges bestow creativity awards. The research was conducted with elite advertising-award show organizers allowing the investigation of various characteristics that included: the role of judges; the composition of panels; the selection criteria adopted; the judging process; and the time line used. Decisions about what is or is not creative are dependent upon the adjudicating panel while heuristics were found to dominate the entire process. Limitations and future research are indicated.