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The contribution of qualitative research to advertising creativity (Spanish)

Date of publication: June 15, 1997

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

Abstract:

This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis of the data and highlights the contribution of projective techniques and semiological analysis. Finally, it includes market results via a national post-test.

Jorge A. Alisio

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Research Papers

The contribution of qualitative research to advertising creativity

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Jorge A. Alisio

 

May 1, 1997

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Citation

Alisio, J. A. (1997a, May 01). The contribution of qualitative research to advertising creativity . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-research-to-advertising-creativity-


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The contribution of qualitative methodology to creative advertising

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Judie Lannon

 

June 15, 1986

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Lannon, J. (1986a, June 15). The contribution of qualitative methodology to creative advertising. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-methodology-to-creative-advertising


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The contribution of psychographic research to promotion

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: E. Petit Damico, Wolfgang Noll

 

June 15, 1976

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Petit Damico and Noll (1976a, June 15). The contribution of psychographic research to promotion . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-contribution-of-psychographic-research-to-promotion-


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Citation

Alisio, J. A. (1997a, June 15). The contribution of qualitative research to advertising creativity (Spanish). ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-contribution-of-psychographic-research-to-promotion-