Abstract:
This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development process and explains the kinds of objectives research should be designed to meet at each stage, and the kinds of materials that may be used. The paper illustrates each stage with examples. A second, and subsidiary part, of the paper is the issue of gratuity bias in this market. Some thoughts about coping with this phenomenon are put forward as high top box results make interpretation of research results, including advertising pre- tests rather difficult to judge.
This could also be of interest:
Research Papers
Patterns in the ways that advertising works
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Charles W. Clunies-Ross
Company: Nestlé
June 15, 1967
Research Papers
How advertising works
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
 
June 15, 1967
Research Papers
Market research as a tool for prognosis
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bareld van der Meer
 
June 15, 1959
