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Research papers

The relationship between research and the creative process

Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose,...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
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

The opportunities and limitations of creative research

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John J. Stork
June 1, 1966

Research papers

Market research in the development of advertising for new products

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John C. Dunkley
June 1, 1966

Research papers

Pre-testing on the "creative workshop"

Creative Workshop is a quick, relatively inexpensive pre-testing service designed for the J. Walter Thompson Company Limited to help the creative people and to improve the quality of the advertising. Broadly speaking, in our approach we hope to get...

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

Research papers

What is the market researcher doing in an advertising agency?

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...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Paul Howard Berent
June 15, 1965

Research papers

Misunderstandings between advertising research men and creative men

Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Gunther Komp, Heinz Alpers, Paul Howard Berent
June 15, 1965

Research papers

The Delta Copy Test

We decided to improve the diagnostic and prognostic value of our copy tests and conducted a number of experiments which measured the effect of advertising in terms of changes of attitudes towards the advertising product or service. The Delta Copy...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Otto W. Rohde
June 15, 1965

Research papers

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Ulrich Jetter
June 15, 1965