Abstract:

This paper discusses some factors involved in a communication gap between clients and creatives in the development of advertising. It is almost a truism to say that communicating even within the communication industry is more complex these days. One factor in the gap between the client and the creator of advertisements is inadequate briefing. We shall argue that it is the researcher's responsibility to provide a meaningful frame of reference, provide only enough detail to support his points, and to establish his credibility as a researcher.