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Research papers

New thinking versus 'old listening' in creative development research

The argument of this paper is that good listening depends on the thinking that you do before you do the listening and that this is no less trueadv at the stereotypic and evaluative levels of response, which some practitioners and users still dismiss...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: Charles Channon, John Siddall
June 15, 1983
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Citation

Channon and Siddall (1983a, June 15). New thinking versus 'old listening' in creative development research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/new-thinking-versus-old-listening-in-creative-development-research


Research papers

The gold cup

In this paper, we see the partnership in action. The case history is a simple one, some would say naive. No methodology is put forward from which we may benefit. The research was not formal: it consisted only of the team itself visiting sales...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Robert E. Miller
June 15, 1980
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Citation

Miller, R. E. (1980a, June 15). The gold cup . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-gold-cup-


Research papers

Creative development

This subject has always been central to the advertising agency researcher. The creative department is the agency’s factory, on which all else depends. The researcher not only supplies some of its raw material, he provides the oil which keeps the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Creative development . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/creative-development-


Research papers

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: H. Jones, Graeme Cranch, Henry Durant
June 15, 1980
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Citation

Jones, Cranch and Durant (1980a, June 15). How research can help the creative man in advertising . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-research-can-help-the-creative-man-in-advertising-


Research papers

Can research join in the creative process?

In this paper we are presenting a view of what is for us so far the best approach to research in the creative process. We are doing this because we believe there may be many others who work in the same way as we do, more or less by instinct. It may...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: Robin T. J. Tuck, Jill Firth
November 28, 1973
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Citation

Tuck and Firth (1973a, November 28). Can research join in the creative process?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/can-research-join-in-the-creative-process-


Research papers

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Henri Joannis
June 15, 1973
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Citation

Joannis, H. (1973a, June 15). From research to creation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-research-to-creation


Research papers

Summary of the 2nd day's proceedings

The author summarises the most interesting series of papers and discussions of the 2nd day of the ESOMAR Seminar "From market research to advertising strategy and vice-versa".

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Francis Harmar Brown
June 15, 1973
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Citation

Harmar Brown, F. (1973a, June 15). Summary of the 2nd day's proceedings . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/summary-of-the-2nd-day-s-proceedings-


Research papers

Positioning

This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Udolpho van de Sandt
June 15, 1973
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Citation

van de Sandt, U. (1973a, June 15). Positioning. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/positioning


Research papers

Towards widening the range of concepts used in creative strategies

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...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Tony Twyman
June 15, 1973
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Citation

Twyman, T. (1973a, June 15). Towards widening the range of concepts used in creative strategies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/towards-widening-the-range-of-concepts-used-in-creative-strategies