Abstract
Recent research indicates that both consumers and practitioners are able and prone to explicitly assess the creativity of advertising. Building on this research, we formally test the expected differences in how consumers and practitioners assess advertising creativity with respect to four factors: divergence, relevance, craftsmanship, and humor. Our findings show that consumers value relevance, craftsmanship, and humor more than industry professionals, who put more weight on divergence. We merge our findings with previous research, and discuss practitioners' and consumers' divergent perspectives on advertising creativity.