Advertising and communication research: Creative res...

 

Charles Young, founder and CEO of Ameritest, revisits the issue of whether fast-paced editing of shots in a TV commercial enhances its effectiveness. Using Millward-Brown and Ameritest pre-testing mea ...

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 ...

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 ...

This article concentrates on how research can be used to improve the content of the advertising itself. Attention is drawn to the AMTES studies conducted by Beecham, which showed that large difference ...

A discussion of the problems of creative research, where the conflict between the (rational) research ethos and the (emotive, instinctual) creative ethos seems most unbridgeable. Creative research mus ...

Disagrees strongly with the article by Tony Cowling, June 1984 (no. 0759). `How does advertising work?' is a valid question; Cowling misunderstand what the phrase means and what agency planning depart ...

The paper describes a way in which the effects of portrait photos in the mass media can be investigated by combining split ballot experiments and media content analysis. Visual signals (gestures and f ...

Confronted with the problem of finding survival strategies in an intensely competitive market for hospital services which is characterised by a decreasing number of beds and the danger of closures, so ...

This article discusses the tensions between creativity and research in advertising development and attempts to assess the role of research. Overall, when used skilfully, research helps both client an ...