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The use of qualitative research in the development of effective advertising

Date of publication: September 1, 1976

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: David Cowan, Chris Cowpe

Abstract:

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 .

David Cowan

Author

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Chris Cowpe

Author

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Citation

Cowan and Cowpe (1976a, September 01). The use of qualitative research in the development of effective advertising. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-role-of-research-particularly-qualitative-research-in-concept-development