The opportunities and limitations of creative research

Author: John J. Stork


My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems proposed. Let us make sure the limitations are widely recognised - and then we can use the results sensibly as "aids to judgement."

John J. Stork


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