Abstract:

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.