Creating ads: Creativity and research

 

There has been a growing stream of research focusing on the application of rhetorical figures in advertising. Resonance, a rhetorical figure based on a visual-verbal interaction, is the issue of inter ...

Most companies know that consumer insight is important, but many don't know either how to go about finding one, or what to do with the insights they find. Generally, insight is defined as constituting ...

This article reviews advertising case histories in which insights have clearly contributed to success for the brand. Insight means more than mere common sense: real 'insights' involve profound leaps o ...

In this article, James Aitchison, Managing Editor of WARC.com, reports on the WARC Creativity in Advertising Conference 2008. It covers topics including how to approach creativity, engaging with digit ...

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-dire ...

Belle Frank, executive vice president, brand planning at Y&R, and Anne Manning, from the Innovation Practice, argue that we are misusing research - particularly qualitative research - in the developme ...

Chuck Young, founder and CEO of Ameritest, introduces the concept of 'the Flow State' to effective advertising. The most effective advertising, he argues, is that which stretches the meaning of the br ...

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 ...

Charles Young, founder and CEO of Ameritest, tackles the knotty problem of the advertising research debrief meeting with the creative team who developed the ad. He postulates that the successful meeti ...

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 ...

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 ...

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 ...

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 ...

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 ...

How well does qualitative research serve the needs of the creatives in advertising agencies ? Whatever the skills and sensitivity of the researcher or planner, we could produce results that are much ...

Describes a new approach, using the Internet, to model the evolution of brands in consumers' minds, as a route to designing successful campaigns. Advertising effectiveness, it is proposed, can be mode ...

The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials. In addition to commercial length, the ads were coded by 24 ex ...

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

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

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 ...

Latin America has a cluttered advertising market. In this context the ability of an execution to cut through that clutter and successfully communicate a motivating proposition to TV audiences becomes ...

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It co ...

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weake ...

Argues that copywriters have a completely different model from advertising researchers of how people in the real world respond to advertising. They believe that researchers fail to understand the diff ...

Describes how Goodyear Tyre & Rubber Company tests advertising copy and evaluates it. The ARS system is used for copy-testing. PRPs (Persuasion Rating Points) derived from ARS are used in tracking as ...