Dimensiones en la evaluación de la creatividad en campañas de comunicación integrada: una aportación para la evaluación en el entorno docente

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 creative potential in 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 Public Relations degrees (PR), 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.

Keywords

• creativity
• evaluation
• higher education degrees
• public relations
• advertising