Dimensions in the evaluation of creativity in integrated communication campaigns. A contribution for assessment in the educational environment

Abstract

Evaluating creativity in integrated communication campaigns is not an easy task. Despite creativity being one of the most important aspects in the sector, subjectivity plays a decisive role when evaluating the creative potential of a campaign. In the professional environment, creative people make subjective evaluations based on their experience in order to screen the different alternatives produced by the agency. In the Advertising and PR degrees, students do not have previous experience, and as such, it is necessary to convert the qualitative evaluation mentioned into a numerical mark. The objective of this research is to identify the dimensions inherent in the evaluation of creativity in order to develop a resource in line with the requirements of the industry that might contribute to reducing the academic-professional gap. The method includes interviews with professionals and an extensive review of the literature cited. The data coding was carried out simultaneously with the bibliographic review and the result was the identification of four core evaluation dimensions and fourteen secondary that comprise the model presented, which if applied to the teaching field can contribute to evaluating and guiding students’ creative work. Students can also reinforce their mastery of the subject by integrating through practice the principles proposed in this model.