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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

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