Subject Index
 

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 ...

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 ...

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 ...

Internet research has become increasingly prominent as technology has advanced, but many clients remain concerned about issues such as the reliability of the results it secures, and whether or not onl ...

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 ...

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 ...

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 ...

This article describes the winning submissions to the ARF's 1998 David Ogilvy Awards Programme, which show how research has contributed to successful advertising campaigns. Winners discussed are the ...

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'. ...

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 ...

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, ...

The author suggests that biometric tools such as facial coding and eye tracking are a necessary addition to traditional consumer response data collection. A case study is described where traditional m ...