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Research papers

Co-operation between creative and market research groups in developing campaigns

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Johan Aucamp
Company: ESSO
June 1, 1966
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Citation

Aucamp, J. (1966a, June 01). Co-operation between creative and market research groups in developing campaigns . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/co-operation-between-creative-and-market-research-groups-in-developing-campaigns-