Advertisers' real needs from research

This paper is divided into four sections. The first part of the paper looks at advertisers' real needs from research at a macro level.

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...

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