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Research papers

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Arthur Juchems
June 15, 1971

Research papers

Market research, marketing decisions and creativity

We believe it is dangerous to set research and creativity against each other, and we think it is equally wrong to omit one of these stages in decision-making.

Catalogue: The European Marketing Research Review 1970
Author: Pierre Bessis
June 15, 1970

Research papers

Comments on mr. Stapel's paper

Let me first of all express my sincere appreciation of Mr. Stapel's paper. I consider it to be a most valuable contribution to the subject we are dealing with at this seminar - not at least because of the important empirical material which is...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Erik Lohmann
June 15, 1967

Research papers

The relationship between researchers and creative people

This paper aims to examine in rather more detail the reasons for some of the unhappy relationships, and suggests five specific approaches which could make progress in eliminating the underlying causes. There seem to be three main areas of troubles :...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Stephen King
June 16, 1966

Research papers

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Mick Williamson, Julia Ann Burdus
Company: Ogilvy
June 1, 1966

Research papers

The use of Telpex by creative men in an advertising agency

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...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Günter Lott
June 1, 1966

Research papers

The gold cup

n citing the case of the Gold Cup, our intention is to contribute to this seminar by indicating how this relational problem may be overcome and suggest the feasibility of a working methodology which can greatly enhance the creation of advertising and...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Robert E. Miller
June 1, 1966

Research papers

Mathematical models and creative advertising

To produce an effective advertisement for a product or service the creative man needs the following information. 1. Who the advertising is to be aimed at - and the more he comprehends the nature of the target audience, the easier it is for him to...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. l. Smulian
June 1, 1966

Research papers

Freedom and control in creative activity

In market research we are all aware of the growing demand for better procedures for creating and testing effective advertising. Manufacturers not unnaturally wish for evidence that their expenditure on advertising will achieve maximum results....

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Peter Tyler
June 1, 1966