Abstract:

n citing the case of the Gold Cup, our intention is to contribute to this seminar by indicating how this relational problem may be overcome and suggest the feasibility of a working methodology which can greatly enhance the creation of advertising and benefit both the creative and research functions simultaneously. A large manufacturer in the confectionary line recently called us in and instructed us to prepare an advertising campaign for one of his products. This case , I believe , is worthy of mention in connection with the seminar's topic regarding the role of the researcher and research in the creation of advertising. It illustrates that with very little foreknowledge of a client’s problems by either of them an integrated creative-research team can operate as a composite unit solving those problems commonly underscored as belonging either to the one or the other.