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首页> 外文期刊>Journal of advertising research >How Do Heuristics Influence Creative Decisions at Advertising Agencies? Factors that Affect Managerial Decision Making When Choosing Ideas to Show the Client
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How Do Heuristics Influence Creative Decisions at Advertising Agencies? Factors that Affect Managerial Decision Making When Choosing Ideas to Show the Client

机译：启发式法如何影响广告代理商的创意决策？选择想法向客户展示时影响管理决策的因素

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摘要

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency. On the basis of an online survey, the results inter alia suggest that when it comes to deciding which ideas to show to clients, both analytic and pure heuristics are used in various combinations. The results provide insights about the nature of and factors that influence decision making among managers.
机译：这项研究的重点是在没有复制测试的情况下，针对哪些想法向客户展示的个人选择；它研究了一家全球广告代理商采用的决策启发法。根据在线调查，结果尤其表明，在决定向客户展示哪些想法时，分析启发式和纯粹启发式都以各种组合使用。结果提供了有关管理者决策性质和影响因素的见解。

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