This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in this book, which he calls fact-finding, creating the advertisement and after-publication checking. The reply by the researchers ignores questions of strategy, as âdiscussed on other occasionsâ. The centre section sounds a far cry from the qualitative input of todayâs researcher, though much may be concealed under the phrase 'selection' by group interviewingâ. It seems that âlikingâ was a major element in consumer research at the time. The brief post-publication section contains material still familiar to us and is put forward more cautiously than do some people today. The main reason for reprinting this paper is therefore the copywriterâs appeal for help. Today the writer who expresses himself on research is more likely to object to its having too much influence. But his problems, as described here, are the same.
Conference papers from the ESOMAR/WAPOR Congress 1957.
The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale material for use in the shops, sales aids used by the company's salesmen, or references to the product in editorial columns of newspapers and magazines. Every day increases our knowledge of the size and nature of the market for most forms of consumer goods and of the parts played by the leading brands in each product group. Advertising agencies rely on conventional research - often obtained from, a subscription service from independent research organisations to, provide the bare bones of their marketing plans. The various techniques for studying the motives for consumer action form the second stage of research in developing the marketing theme and, particularly, the creative approach.
The modern advertising agency does not create any advertisement in a vacuum. It ensures that everything published by its clients is part of an integrated marketing operation - whether it is an advertisement in any of the major media, point-of-sale material for use in the shops, sales aids used by the company's salesmen, or references to the product in editorial columns of newspapers and magazines. Every day increases our knowledge of the size and nature of the market for most forms of consumer goods and of the parts played by the leading brands in each product group. Advertising agencies rely on conventional research - often obtained from, a subscription service from independent research organisations to, provide the bare bones of their marketing plans. The various techniques for studying the motives for consumer action form the second stage of research in developing the marketing theme and, particularly, the creative approach.