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| Tekijä: | Chong, M. |
| Otsikko: | How do advertising creative directors perceive research? |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:3, p. 361-380 |
| Asiasana: | advertising advertising agencies managers consumers research Asia |
| Kieli: | eng |
| Tiivistelmä: | According to past research, research (hereafter as: res.) has been systematically ignored by advertising (as: adv-g.) practitioners. This study, possibly as the first one, aims to understand how creative directors (as: dirs.) of international adv-g. agencies perceive the topic. 17 creative dirs. based in Singapore were interviewed. The responses are focused on the shortcomings of res. instead of its benefits: criticized are the misguided use of focus groups to understand consumers, the fact that published res. often comes too slow and too late, the non-contextual fashion in which most adv-g. res. is conducted, the unrealistic nature of pre-campaign research, and the use of res. as a rhetorical tool. There are also more results reported. |
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