Advertising and communication research: Concept deve...

 

Over 40 years ago, when ad agencies first introduced the planning discipline, the idea was to have someone on the account team to integrate consumer research into the ad development process. Yet senio ...

The use of clichés in advertising is widespread and very hard to avoid. Advertising development research which seeks to identify what is new and different usually falls foul of the clichés embedded in

This article argues that the debate about whether consumers can drive help innovation has moved to a new level, and the old argument about lack of imagination is now out of date. By carefully choosing ...

This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF). Tappi ...

This article argues that, contrary to much received wisdom, consumers are good sources of innovative ideas, and marketing companies would do well to collaborate with them. The advent of social marketi ...

This article explains how a combination of research techniques helped Universal Orlando Resorts compete against Disney in Florida in 2006-07. Researchers spent a week at each location using motivation ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to onli ...

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 ...

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 ...

Michele Levine, CEO of Roy Morgan Research, takes a thorough look at what makes an innovation a success. She contends that it goes beyond R&D, multi-disciplinary approaches, technology and consumer f ...

Research is often criticised for helping to kill off new products and ideas. Laura Morris, senior client consultant at Nunwood, sets out to identify the main pitfalls of innovation research, and expl ...

Qualitative research consultant, Roddy Glen believes that creative development research is not being used as productively as it should be. This, he sees, is the result of two issues - researchers are ...

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. These companies face huge budget p ...

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly use ...

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 ...

Jon Howard-Spink looks for a more potent way to define brands than sterile adjectives. His solution uses archetypes based on stories and characters from myths and legends. Here he explains how to 'a ...

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 ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Explores the difficulties of qualitative advertising research in the context of the sometimes-problematic relationships between client, planner and researcher. Suggests that there must be a shared age ...

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 ...