Advertising and communication research: Execution de...

 

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 ...

This article argues that an integrated and holistic approach to research should be used for campaign development and evaluation. Brand awareness does not always lead to improved sales performance, and ...

This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured. It argues that the framework for digital fits in with the model emphasising persuasion ...

Bio-sensory metrics are emerging to assess engagement and emotion in advertising pretesting and development. Mainstream use in research thus far, however, has been limited by small sample constraints, ...

Only half of commercials work positively, and some are even negative. Despite this, few ads are tested, while sales response is also a poor indicator of effectiveness, because of uncontrollable variab ...

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 ...

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.

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 ...