Market research in the development of advertising for new products

Author: John C. Dunkley

Abstract:

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss the merits of the different techniques. I will run through some of the research steps we normally take from the beginning of the process to the stage - hopefully - when persuasive advertising is working for us.

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