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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 30, January-June 2020


Elena González Leonardo Universidad de Valladolid, España
Marta Pacheco Rueda Universidad de Valladolid, España
Belinda de Frutos Torres Universidad de Valladolid, España
Title Dimensions in the evaluation of creativity in integrated communication campaigns. A contribution for assessment in the educational environment Summary Evaluating the creativity in the 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 assessing the creative potential in a campaign. In the professional environment, creatives es-tablish subjective assessments based on their experience to filter the different alternatives generated in the agency. In the Advertising and PR degrees, students do not have previous experience and it is also necessary to translate the qualitative evaluation into a numerical grade that represents it. The objective of this research is to identify the implicit dimensions in the evaluation of creativity in or-der to develop a resource that, aligned with the requirements of the industry, contributes to re-duce the academic-professional gap. The method includes interviews with professionals and an ex-tensive review of the literature. The data coding was carried out simultaneously to the bibliographic review and the result was the identification of four core evaluation dimensions and fourteen facets. They constitute the model presented which by its application in the teaching field, can contribute to evaluate and guide the students creative work. The students can also reinforce their mastery in the subject by integrating, through practice, the principles proposed in this model. Keywords Creativity; evaluation; higher education degrees; public relations; advertising.


doi: https://doi.org/10.31921/doxacom.n30a15


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