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...