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 Admapis discussing, except in the sense that any research can...
Avoiding the rush to judgment
This piece introduces four articles on how research can add to creativity. It emphasises that the following features do not concentrate on pre-testing and suggests that, in this cash strapped time, there is a temptation to neglect the development phase.
