In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may be helpful to them to see our explanation of what we think we are trying to do, and our attempt to puzzle out why we are doing it
For some time Thames had been trying to establish the value of Corporate Advertising, and the way in which television might be used to successfully promote a specific Corporate identity/ image. It was decided that, in conjunction with Thames Television, and with the 'creative' help of the Television Department Limited, Trust Houses Forte would mount a Corporate Advertising Campaign aimed at increasing the awareness (and indeed in certain areas establishing positive awareness) of the Trust Houses Forte Group, as opposed to just Fortes, or Trust Houses. The Campaign was both a considerable creative and commercial success. Pre and Post in-depth campaign research was conducted by Market & Opinion Research International to evaluate the effect of the campaign. Trust Houses Forte, as innovators in this type of advertising have scored a tremendous success, and the paper illustrates the cost efficiency of this type of campaign.
The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the factual verbal and logical approaches. It is not suggested that this is the inevitable outcome of current research and thinking, only that in practice it often occurs because it is the way research leads when used mechanically or under time pressures. Some suggestions are made as to the kinds of possible advertising strategy where despite occasional references, there is insufficient discussion, demonstration, and research measurement. It is suggested that the situation can be improved by initiating discussion of some of these areas. In particular, discussion is invited as to how research can contribute to their demonstration. The particular areas highlighted are advertising effects on current brand users, the interaction of an advertisement with other advertising, the use of non-verbal, non-rational approaches to communication, and the relevance of getting attention and arousing interest.
The TGI was launched in Britain five years ago. This paper does not set out to describe how the service operates or how, in general, it is used to judge the relative selectivity in reaching target markets of individual publications, on the one hand, or of individual television areas on the other. The Target Group Index was established by BMRB in 1968-69 as a syndicated research service available to advertisers, agencies and media owners. Fieldwork is continuous and involves 25,000 interviews over a 12 month period with adults aged 15 or over in Great Britain. While most of the demographic classifications are recorded at a personal interview the answers to the product and media questions are collected by self-completion.
The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering consumer goods, service and industrial markets. In the course of this work the role of research in advertising decision making has been examined and some observations on this are presented. The first part of the paper summarises some of the influences of company structure on the nature of the research effort and the resultant impact on advertising activities. In the second part, company activities directed towards establishing the effects of advertising on market performance are reported upon and some general findings presented. The paper is concluded by a brief statement of the authors' research plan which is designed to allow some overall conclusions to be drawn on the nature of research required for various advertising decisions.
The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage
The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".
BP Trading Ltd. decided in 1970 to embark upon an advertising campaign, initially in Europe, designed to create a more favourable image for BP amongst authoritative opinion-formers or media communicators, to influence purchasing decisions in BP's favour. The campaign was designed essentially to promote sales rather than to generate public goodwill for the corpor ation, which demanded a notable product theme. What follows is a description of how pre-testing research was employed to validate the creative premises and the communication promises, and post-testing to measure the extent of achievement, if any. And, finally, the reasons - mostly external to the research findings and considerations - which nipped the campaign's promise in the bud.
This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product and/or product field. Bridging the gap between research findings and their creative application is achieved by a similar approach with the working team involved on the project which allows to take both the research findings and the factual constraints into account. An application of this approach to an actual problem is presented : the positioning of a new brand of deodorant in France.
We had hoped in this written paper to give you full details of how research helped us to solve a given advertising problem. What we have decided to do is to outline in this paper the general structure of the problem we had to solve. The research we are to discuss was devised to help determine creative strategy for a branded frozen product.