Dimensions in the evaluation of creativity in integrated communication campaigns. A contribution for assessment in the educational environment

Dimensiones en la evaluación de la creatividad en campañas de comunicación integrada. Una aportación para la evaluación en el entorno docente

doxa.comunicación | 30, pp. 283-307 | 283

January-June of 2020

ISSN: 1696-019X / e-ISSN: 2386-3978

How to cite this article:

González Leonardo, E.; Pacheco Rueda, M. and De Frutos Torres, B. (2020). Dimensions in the evaluation of creativity in integrated communication campaigns. A contribution for assessment in the educational environment. Doxa Comunicación, 30, pp. 283-307.

https://doi.org/10.31921/doxacom.n30a15

Elena González Leonardo. Associate Professor of the Advertising and Public Relations Degree at the University of Valladolid. Her professional experience includes graphic and industrial design as well as creativity related to events and integrated communication for social purposes. In parallel to her professional work, since 2011 she has taught subjects related to Art Direction, Corporate Visual Identity, and Creativity in Advertising and Public Relations. Professor González is currently developing her doctoral thesis on the topic of teaching Creativity in Advertising and Public Relations at the University of Valladolid.

University of Valladolid, Spain

elena.gonzalez.leonardo@uva.es

ORCID: 0000-0002-2350-5082

Marta Pacheco Rueda. Professor of Advertising Theory for the Advertising and Public Relations Degree at the University of Valladolid, Spain. She has a PhD in Information Sciences from Complutense University of Madrid and is the author and co-author of several publications on different aspects of the advertising phenomenon. Among her lines of research, the study of advertising communication in the digital context occupies a considerable amount of her time, as well as the interrelationship between advertising and public urban spaces.

University of Valladolid, Spain

martapr@ega.uva.es

ORCID: 0000-0003-0865-4212

Belinda de Frutos Torres. Professor at the University of Valladolid, Segovia Campus (Spain). She teaches advertising media in the Advertising and Public Relations Degree. She has a PhD in Psychology from Autonoma University of Madrid. Her research work has focused on the analysis of interactive media and digital competencies, and their implications for adolescents, education and other professional fields.

University of Valladolid, Spain

belinda.defrutos@hmca.uva.es

ORCID: 0000-0002-9391-8835