Community: A Hidden Value in the Advertising Effectiveness Awards
通过观察广告效果奖评委的非指导性访谈，发现评委们共享四种价值观，包括集体知识、尊重努力、公平客观和社区感，揭示了广告社区中的隐藏价值。
Each year advertising professionals are brought together at the judging of the Advertising Effectiveness Awards (EFFIES) to identify and reward effective advertising campaigns. However, rather than being a homogeneous group the advertising and marketing community is composed of a number of subgroups, each of which have unique perspectives and concerns that influence their perceptions of what constitutes effective advertising. In this study observation of nondirective videotaped interviews of judges was used to examine the degree to which these diverse professionals share values and normative behaviors in their jugments and to identify what values they have in common. From these interviews four common themes emerged regarding EFFIE judging. These were (1) the value of a collective body of knowledge and learning; (2) respect for hard work and effort; (3) the importance of fairness and objectivity in the judging process; and (4) a sense of emergent community. Multiple examples of the way each of these themes is expressed and the importance and implications of these shared values are also described.