Abstract:
The argument put forward in this paper and illustrated by examples is that the language in which advertising is discussed and the way in which research methods are often used all tend towards emphasising a limited range of advertising strategies, the factual verbal and logical approaches. It is not suggested that this is the inevitable outcome of current research and thinking, only that in practice it often occurs because it is the way research leads when used mechanically or under time pressures. Some suggestions are made as to the kinds of possible advertising strategy where despite occasional references, there is insufficient discussion, demonstration, and research measurement. It is suggested that the situation can be improved by initiating discussion of some of these areas. In particular, discussion is invited as to how research can contribute to their demonstration. The particular areas highlighted are advertising effects on current brand users, the interaction of an advertisement with other advertising, the use of non-verbal, non-rational approaches to communication, and the relevance of getting attention and arousing interest.
This could also be of interest:
Research Papers
Advertising creative strategies in Asia
Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Fumie Tanaka, Mariko Yasue
Company: Dentsu Macromill Insight
June 15, 1998
Research Papers
The opportunities and limitations of creative research
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John J. Stork
 
June 1, 1966
