Why Copywriters Don't Like Advertising Research - And What Kind of Research Might They Accept
Arthur J Kover
A pet complaint of advertising researchers goes something like this: 'Why don't those damn copywriters understand what we are trying to do for them? Why do they resist us? Don't they know that we are not the enemy but can help them write better advertising?' On the other side, advertising copywriters complain using words like these: 'I can't stand those people. They always try to get into my work. And they try to screw it up. I just don't trust them and...