Avoiding The Rush To Judgment
Put the words 'advertising development' and 'research' together, and the chances are most marketers will say 'pre-testing'.
That is not what this month's Admap is discussing, except in the sense that any research can be described as 'testing', as Marilyn Baxter of Hall & Partners pointed out in a thoughtful paper at January's Admap pre-testing conference.
Classically, the planning cycle, developed at JWT by Stephen King over 30 years ago, relies on a continuous process of research creation, research implementation and so on. In the development phase, research is used...