Advertisers' real needs from research
Andrew IngramandJustin SampsonRadio Advertising Bureau, United Kingdom
SECTION I Advertisers' Real Needs From Research
1.1 Support Or Illumination?
'Research should be used as a drunkard uses a lamp-post - more for support than for illumination. Anon.'
The veracity of this observation depends to a large extent on which marketplace the commentator was talking about.
If, as an advertiser in the UK, they were talking about television then few people would contend with the sentiment. The role for television in advertising and communication solutions is well understood and there is confidence in...