Abstract:
The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and the research man. Such immaterial things as inspiration, imagination, taste, are difficult to regulate and to codify. However if creative people work in total freedom, results can be very disappointing marketing wise, I have tried to devise a process acceptable for both the marketing man and the creative man. If we want to obtain results we need a professional approach. As we all know, in advertising creation, genius is no substitute for talent.
This could also be of interest:
Research Papers
The BMW Group co-creation lab
Catalogue: Innovate 2010: Innovation Detonation
Authors: Philipp Wiegandt, Gregor Jawecki, Volker Bilgram
Companies: HYVE, BMW Group
November 16, 2010
Research Papers
How to be successful in co-creation research?
Catalogue: Online Research 2009: Online Panels & Beyond
Authors: Volker Bilgram, Johann Füller, Birgit Rieder
 
October 29, 2009
Research Papers
Fragrance creation
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Beth A. Prevost
 
December 1, 1996
