Des Byrne
BEHAVIOUR & ATTITUDES
Dublin 1991
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL  
Advertising Research - Problem or Cure

Advertising pre-testing is a thorny problem. Advertising creatives tend to be distrustful of it. More than that, they often believe that it is damaging to the creative process, leading the predictable and unexciting advertising.

While recognising that there is a problem, this paper attempts to provide pointers to how sensitive developmental research can contribute to advertising which meets the clients goals of effectiveness while satisfying the consumers desire to be entertained (or at the very least not insulted) by advertising.

Emphasis is placed on designing research which is appropriate to the problem set. A strong plea is also made for better pre-planning of the advertising research.