Development of the advertising creativity assessment scale

While creativity in advertising is currently measured by advertising professionals, this study focuses on consumers' evaluations of advertising creativity. In this study, a valid and reliable "Advertising Creativity Assessment Scale (ACAS)" was developed based on the implicit theories of advertising creativity of men over the age of 18 living in Turkey. The literature part of the study consists of two parts: creativity and creativity in advertising. At the stage of creating the item pool, which is the first of the scale development stages, the implicit theories of men's advertising creativity were revealed and an item pool was created. Then, data were collected from two different sample groups, for Explanatory Factor Analysis (AFA) (N=318) and Confirmatory Factor Analysis (DFA) (N=331), and analyses were performed. As a result of AFA, a Likert-type measurement tool consisting of 5 dimensions and 24 items was developed, and as a result of DFA, the scale took its final form with 5 dimensions and 20 items. The dimensions of the scale were named as Appropriateness, Harmony, Divergence, Enjoyment, and Effectiveness. The research provides an understanding of how male consumers over the age of 18 evaluate advertising creativity, and offers practitioners in the advertising industry an opportunity to improve upon the creativity of advertising campaigns.