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Research papers

Guiding creative people

What we have tried to do is to pull together some of the lessons we have learned, and to describe how we think research should be used to help create effective advertising.

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: David Cowan, Ross Barr
June 15, 1983
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Citation

Cowan and Barr (1983a, June 15). Guiding creative people. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/guiding-creative-people


Research papers

The use of qualitative research in the development of effective advertising

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...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: David Cowan, Chris Cowpe
September 1, 1976
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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 April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-qualitative-research-in-the-development-of-effective-advertising


Research papers
×

Citation

Cowan, D. (1973a, June 15). Comments on the third session and on the conference in general. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/comments-on-the-third-session-and-on-the-conference-in-general