search query: @indexterm MEETINGS / total: 86
reference: 15 / 86
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. |
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