A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that product managers view advertising from an aesthetic perspective.

account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. art directors and copywriters are more risk$-$averse than brand managers.

brand managers prefer creative commercials that take risks.

art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.