Dimensiones en la evaluación de la creatividad en campañas de comunicación integrada. Una aportación para la evaluación en el entorno docente.

Elena González Leonardo; Marta Pacheco Rueda; Belinda De Frutos Torres

doi:10.31921/doxacom.n30a15

Authors

Elena González Leonardo University of Valladolid https://orcid.org/0000-0002-2350-5082
Marta Pacheco Rueda University of Valladolid https://orcid.org/0000-0003-0865-4212
Belinda De Frutos Torres University of Valladolid https://orcid.org/0000-0002-9391-8835

DOI:

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

Keywords:

Creativity, evaluation, higher education degrees, public relations, advertising

Abstract

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.

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Author Biographies

Elena González Leonardo, University of Valladolid

Associate Professor of the Advertising and Public Relations Degree at the University of Valladolid. Her professional experience includes graphic and industrial design as well as creativity related to events and integrated communication for social purposes. In parallel to her professional work, since 2011 she has taught subjects related to Art Direction, Corporate Visual Identity, and Creativity in Advertising and Public Relations. Professor González is currently developing her doctoral thesis on the topic of teaching Creativity in Advertising and Public Relations at the University of Valladolid.
Marta Pacheco Rueda, University of Valladolid

Professor of Advertising Theory for the Advertising and Public Relations Degree at the University of Valladolid, Spain. She has a PhD in Information Sciences from Complutense University of Madrid and is the author and co-author of several publications on different aspects of the advertising phenomenon. Among her lines of research, the study of advertising communication in the digital context occupies a considerable amount of her time, as well as the interrelationship between advertising and public urban spaces.
Belinda De Frutos Torres, University of Valladolid

Professor at the University of Valladolid, Segovia Campus (Spain). She teaches advertising media in the Advertising and Public Relations Degree. She has a PhD in Psychology from Autonoma University of Madrid. Her research work has focused on the analysis of interactive media and digital competencies, and their implications for adolescents, education and other professional fields.

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