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The gift of insight

The dawning of new ideas is the basis of creativity and a fundamental source of fulfilment. There are many ways in which we can facilitate it - first by emptying our mental space of old thought patterns, and second by directly eliciting our capacity...

Catalogue: Global Qualitative 2014: Research Renaissance
Author: Piero Ferrucci
June 15, 2014


Ceremony: SSI Quest Awards

The SSI Quest Awards encourage industry creativity and innovation in surveys that lead to high respondent satisfaction. Chris Fanning, President & CEO of SSI, will present the 6th edition of the QUEST Awards.

Catalogue: Congress 2014: What Inspires?
Author: Chris Fanning
June 15, 2014

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

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

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Rosie Riley, Aurora Yasuda
Companies: KANTAR TNS Malaysia, IBOPE Inteligencia
May 1, 1995

Research papers

Effective advertising

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999