Mind Cloud clarifies picture in qualitative research of creative

William Landell Mills and Ged Parton

This paper argues that the conventional way of researching advertising creative treatments (first show the ad, then ask questions about it) is flawed and proposes an alternative.

Mind Cloud clarifies picture in qualitative research of creative

William Landell Mills and Ged Parton

The use of qualitative research for creative evaluation was developed by the great planning agencies, BMP and JWT, in the 1960s. Naturally enough, their...

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