Abstract:
In order to formulate an advertising strategy two requisites have to be present: firstly a way of reasoning taking into account all pertinent elements in an orderly fashion and secondly the proper information to fee this scheme so that it develops on a basis of facts and figures and not on thin air. We shall call the first requisite a methodology. It is above all a way of reasoning. We shall call the second a store of data (qualitative for the most part). It is obtained through research. The first object of this paper is to show that this store of necessary data must not be constructed in the light of present research techniques or of what the researcher thinks will be useful later. It must be constructed in the light of the needs of the advertising man when he constructs his advertising strategy in an orderly way.
This could also be of interest:
Research Papers
Attitude and motivation research in exporting
Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Henk L. Bos
 
February 1, 1970
Research Papers
Motivation research
Catalogue: The European Marketing Research Review 1971
Authors: James Spence, Jacqui Spence
 
June 15, 1971
Research Papers
Attitude research and international advertising themes
Catalogue: ESOMAR/WAPOR Congress 1959
Author: John A. Downing
 
June 15, 1959
