Creative Tactics and the Communication of a "Good Taste" Message

Martin R Lautman and Shirley Hsieh

This research showed that not all of the creative tactics which, according to the conventional wisdom, were assumed to work within an idea in the communication of a key strategy message were effective.

Creative Tactics and the Communication of a 'Good Taste' Message

Martin R Lautman and Shirley Hsieh

There is no area of market research that incites as much gut-level negative reaction among agency creatives as quantitative copy testing. Ads that score well are often cited not only as vindicating the creative process but also as providing evidence of the superfluousness of copy research itself. Ads that score poorly are frequently defended by questioning the testing procedure's fairness, reliability, and fidelity to the real world.

Reactions to a negative evaluation tend to be further exacerbated by the fact that often...

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