Advertising Research and Communication ( the Game is up - it's Time to play Better)

Explores the difficulties of qualitative advertising research in the context of the sometimes-problematic relationships between client, planner and researcher.

Advertising Research and Communication 

(The Game is Up it's Time to Play Better)

Kevin McLean andAndy Truslove Wardle McLean

Background

There has been a lot of debate recently about advertising research. There are two broad issues we intend to cover here. The first is the question, how best to do qualitative advertising research given the relationships between client, planner and researcher? This has been the subject of several recent MRS Conference papers.

  1. Our aim in the paper is to investigate whether and to what...

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