Using Judgment Profiles to Compare Advertising Agencies’ and Clients’ Campaign Values
通过对比57名广告代理公司专业人士和63名客户对广告活动的判断特征，发现双方在创意和预算上高度一致，但存在一些分歧，为理解双方冲突提供了规范模型。
This study explored cognitive conflict between advertising agencies and clients by comparing decision profiles for a group of 57 advertising agency professionals and 63 clients concerning the qualities they typically look for in a campaign. Respondents assessed 30 hypothetical advertising campaigns that mixed different levels of five decision factors: message/creativity, advertising budget, media planning, market research, and agency/client relationship. Although the profiles revealed some pockets of disagreement, the two groups’ judgment policies showed substantial overall agreement, especially regarding the importance of creativity and budget. These aggregated judgment policies provide normative models for typical client and agency preferences.