Abstract:

The experience derived from analysing several hundred continuous advertising tracking studies, and from conducting qualitative diagnostic research into many of the same advertisements, has led us to a number of hypotheses as to how advertising works. This has not resulted in a limited view about creative options or imposed a strait jacket around creative teams. We do not make any a priori assumptions about the suitability of any advertising style; we have merely developed a structure for moderation, analysis and interpretation. And after applying this structure to a slightly more limited investigation of press advertising and direct mail/letterbox material, we feel we can demonstrate that many of our underlying creative and research premises still hold true, whatever the media.