Strategy, strategy, strategy

Argues for, and illustrates with examples, the importance of research and advertising working together in an agreed integrated strategic framework.

Strategy, strategy, strategy

Research and advertising can both work harder if an integrated strategic framework is agreed. David Cowan, Strategies for Growth, makes a plea for more purposeful advertising research

David Cowan

The title of this article, although almost a clich, does express the idea that strategy is the key to better advertising research.

Strategy is critical for two reasons: first, and most obviously, if advertising is to work it must have the right strategy. Advertising strategy is a high leverage point of the marketing process. If research can get this right it will work much harder. Second, strategy...

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