Abstract:

The argument of this paper is that good listening depends on the thinking that you do before you do the listening and that this is no less trueadv at the stereotypic and evaluative levels of response, which some practitioners and users still dismiss as "dross’ in the responses of the group. In fact responses at this level can be key to effective creative development research because making it effective depends as much on understanding what to look for as on the interpretation of what is found. What to look for may often take us into areas of rationalisation, stock response, and subjectivity, particularly in respect of qualities and values specific to the advertising ideas whether or not they are also specific to the brand or the product field (though very often they will be). The importance of this area of advertising effects which embraces tone of voice, advertising differentiation, and (encompassing all these) consumer expectations and perceptions of the ‘rides’ of advertising is implicit, it is argued, in changed perceptions of the advertising market place.