Abstract:

My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the combination of videotape-production combined with small-sample qualitative consumer research, developed by the London Press Exchange and now used for producing and researching layout commercials speedily and inexpensively for clients in England, the Continent and, since April this year , in the United States.