Advertising: Development research

 

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 ...

Provides the full text version (PDF format) of Alan Hedges’ classic book, ‘Testing to Destruction’, reissued by the IPA in 1997. In sum, the book is about the ways in which research can help to make a ...

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 ...

A discussion and illustration of how Saatchi & Saatchi Advertising and Zenith Media use semiotic techniques to understand and predict how different consumers of television relate to different genres o ...

Two major obstacles exist to the proliferation of laddering as a management tool. First, the sheer magnitude of tedious work an analyst must perform to complete an analysis adds excessive costs to any ...

Past chairmen of the American Association of Advertising Agencies (Glen Fortinberry, Victor G Bloede, Gene Kummel, William Weithas, James J McCaffrey, Thomas B Adams, Barton A Cummings, John O'Toole, ...

Describes the methods used by RJR Nabisco to assess, develop and judge its advertising. Includes discussion of style of ads, taget audiences, budget setting, and scheduling.

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 ...