Advertising: Development research

 

This paper describes Pizza Hut Korea’s attempts to replicate the 20% sales volume increase Pizza Hut UK achieved implementing Brand Revelations Research. The Inspiration phase examines primary and s ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

Past research indicates that advertising practitioners have systematically ignored research for a number of reasons. This study is perhaps the first to understand how creative directors of internatio ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting `beauty' in a new way, which would make women feel good about how they ac ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

The then Executive Planning Director at BMP DDB Needham Worldwide tells the story of the Rowan Atkinson award-winning campaign for Barclaycard, and shows how, like most great campaigns, it developed l ...

A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased intere ...

The consumer’s world has changed out of all recognition from the one for which group discussions or focus groups were originally designed. Unfortunately focus groups have not evolved to match the worl ...

This paper concerns itself with market research used in the development of mainstream advertising. It takes as its specific remit that part of the process called ‘creative development research’, an ar ...

Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand. Research was in three phases: positioning, brand identity formation, and adv ...

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising. By applying research and knowledge early on and at various stages of the advertis ...

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is ...

This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best result ...

Sue Burden reports on six in-depth interviews she carried out among agency creatives to establish their attitudes to advertising research. The feedback received was varied and whilst some respondents ...

This article is based on the book 'Developing Advertising with Qualitative Market Research'. In it Judith Wardle discusses the triangular relationships of client, agency and researcher and points out ...

Merry Baskin introduces her article by reviewing the work of the account planner since the early 1980s when it was still a novelty. She regrets the demise of training of account planners, especially i ...

This piece introduces four articles on how research can add to creativity. It emphasises that the following features do not concentrate on pre-testing and suggests that, in this cash strapped time, th ...

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its to ...

William Ratcliffe offers advice to advertising and research professionals on how to produce advertising that produces a peak in sales. He shows ad developers how to rise to fame and fortune, regardles ...

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and un ...

Discusses the place and value of account planning and advertising research in producing creative advertising. Agencies devote roughly the same resources to planning/research as to actually producing t ...

Describes an integrated research programme to develop television advertising for direct-to-consumer (DTC) advertising of ethical pharmaceuticals. Each stage of development is covered: 1) understanding ...

Complains that many commercials currently on television are simply unintelligible to the viewer, and seeks explanations. “If incomprehensible commercials are running on television and nobody cares, th ...

In 1997 MasterCard decided that the quality of its work was inconsistent and that its message was fragmented. It wanted to develop a long term positioning to connect with consumers around the world. T ...

This paper describes the evaluation of advertising concepts for an international campaign based on a new brand strategy. The subject has a global perspective and reflects the demand on marketing resea ...

Describes EnvisionTM, a research package for use in developing advertising or other brand communication. Objectives, methodology and benefits of the system.

Discusses the true reasons why research should be employed, and the key compenents of successful research. Concludes that research should not be undertaken when it is done for some reason other than t ...

A creative man's view of research. Creative people almost always hate research, because 'if it narrows down the margins for error, it also narrows down the possibilities for soaringly original work'. ...

Argues for, and illustrates with examples, the importance of research and advertising working together in an agreed integrated strategic framework. The problem with pre-packaged testing and tracking s ...