广告创意人胜任力模型研究

Study on the Competency Model of Ad Creative

研究采用行为事件访谈法来确定广告创意人的胜任力特征,并据此形成胜任力调查问卷,对215名广告创意人进行了问卷调查,结果表明,广告创意人的胜任力可归为五个因子:创意智力、营销导向、服务意识、沟通和个性坚韧。

This research employed the behavior event interview to figure out the competency characters of university teachers,and formed the competency questionnaire based on the said competency characters,then surveyed 215 university teachers,and the final result showed that the competency model of Ad creative can be summed up as 5 factors:creative intelligence,marketing orientation,spirit of service,communication and tough personality.