haku: @author Grundy, J. / yhteensä: 2
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| Tekijä: | Grundy, J. |
| Otsikko: | Advertising research - is it time for a re-think? |
| Lehti: | European Research
1987 : NOV, VOL. 15:4, p. 214-220 |
| Asiasana: | ADVERTISING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | A review of the role of research in creating advertising in Britain, how account planners have shifted from measurement to understanding in long-term brand development, the interest in holistic models of communication and role of advertising in building brands rather than conveying messages. The authoress stresses the need for qualitative exploratory research in the early stage to constructively contribute to the creative brief, rather than in evaluating advertising material that is wasteful and too late. |
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