Co-operation between creative and market research groups in developing campaigns

Company: ESSO

Author: Johan Aucamp

Abstract:

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out whether their ideas get across to the population at large and whether or not the message that is communicated to their audience is the one they intend to communicate. The three case histories were not selected to illustrate new techniques. They were chosen to try to show how research was used to work with the creative groups and not to point an accusing finger at creative errors or to take away authority from the creative groups.

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