Valuation of advertising
Abstract
The valuation of advertising work, especially that which is associated with creativity, far from being an objective opinion, is more similar to the arbitrariness or ignorance of the evaluating subject. The bottom line is whether everything is measurable or just a few things: is creativity measurable? Are the studies of audiences reliable? The transfer of knowledge forces the academy to make knowledge true (scientific). While professional opinions are located in the personal-experiential and dependent on promotional actions, scientific knowledge is an understanding of the phenomena pursued by the advancement of knowledge for further improvement. Inquiring into the territory of that knowledge should be reflected in the advance of creativity in advertising, and in public relations. In reality, communication strategies are manifested through the formal stimuli that convey them.
Keywords
Advertising, public relations, creativity, measurementReferences
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