Is not yet sufficiently clear that where research and advertising activity are integrated in the desired way, the creative man will not be afraid of suggesting new and effective ways of using the initial results of research, trusting the reliability of the studies which can be conducted to assess their merits - at any stage in the creative process - so that the final message or solution decided on will undoubtedly be more effective than one arrived at by leaving the creative people to work on their own. This new and correct conception of advertising research takes on fundamental importance when the object of study is not a product in general, but in fact a new product, or a type of product new to the market which is to be covered by advertising (which does not often happen); or a product which is substantially different to others of the same type already on the market.
Choice of media in Eastern Europe
Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: KÃ¡roly Ravasz
June 15, 1971
The relationship between research and the creative process
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
June 1, 1966
What do we know about how advertising works?
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Timothy Joyce
June 15, 1967
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