Dimensiones en la evaluación de la creatividad en campañas de comunicación integradaUna aportación para la evaluación en el entorno docente

  1. Elena González Leonardo 1
  2. Marta Pacheco Rueda 1
  3. Belinda de Frutos Torres 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Journal:
Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

ISSN: 1696-019X

Year of publication: 2020

Issue: 30

Pages: 283-307

Type: Article

DOI: 10.31921/DOXACOM.N30A15 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Abstract

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.

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