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What is the market researcher doing in an advertising agency?

Date of publication: June 15, 1965

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Paul Howard Berent

Abstract:

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The main contribution that market research can make to advertising is to provide the information that will help in the creation of advertisements . The testing of finished advertisements is only a final - and sometimes unnecessary - stage in this process.

Paul Howard Berent

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Lott, G. (1966a, June 01). The use of Telpex by creative men in an advertising agency. ANA - ESOMAR. Retrieved August 14, 2025, from


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Citation

Berent, P. H. (1965a, June 15). What is the market researcher doing in an advertising agency?. ANA - ESOMAR. Retrieved August 14, 2025, from


https://ana.esomar.org/documents/research-and-the-advertising-agency