Research to Support Advertising Development

Research often provides assistance in the creative effort by investigating copy and execution ideas.

Development of creative components and approaches for advertising can be extremely challenging. The creation of effective advertising is often a team effort between creative, account, and research staff.  Initially, the strategic planning function should have provided those with responsibility for developing advertising with information regarding . . .

• The target markets and source of business
• Purchase motivation
• The desired market response from consumers and buyers

Focus group discussions (qualitative research) can provide an excellent sounding board to get initial reaction to creative ideas. Ideas can be presented in the form of story-boards, sketches, photographs, or simply in written materials.

Quantitative Exploration of target market reactions either by telephone or in person (at malls or other central locations) might also be appropriate, particularly if there are conflicting findings from the focus group discussions. 

We strongly recommend qualitative and quantitative evaluation of finished executions to insure that the message is clearly communicated before large expenditures are made in the  various media.