search query: @author Young, C. / total: 10
reference: 2 / 10
| Author: | Young, C. |
| Title: | Researchers and creatives: a meeting of minds? |
| Journal: | Admap
2005 : VOL. 40:6, p. 41-44 |
| Index terms: | Advertising Communication Meetings |
| Language: | eng |
| Abstract: | The article explains why a research meeting with the ad team can experience conflicts and proposes how a successful research meeting could be conducted. In brief, in a successful meeting the ad team has received a communication back from its target audience and the gap between creative intent and audience response has been explored fully. In that case the zone of conflict has become a zone of opportunities. |
SCIMA