The use of qualitative research in the development of effective advertising

Date of publication: September 1, 1976


This paper outlines how the authors use qualitative research on rough anamatic commercials to develop finished advertising films. It describes the way in which we believe research should be used and tries to spell out the principles upon which the use of this method is based. The paper relies quite heavily on case history material which will be presented at the Congress, however it can be read without the case study material .

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