Abstract
The development of breakthrough, impactful advertising historically has been considered one of the business world’s more mystical creative acts—a belief that is protected and nurtured by many of the world’s leading agencies. Yet many of these same agencies were early proponents of involving the consumer in the advertising development process. Clearly, they recognized the contribution that consumer insight could have on the ultimate effectiveness of advertising. The dynamic tension between an overarching mystical creative or scientific-based research philosophy is resolved differently at various advertising agencies. This chapter reviews the major types of research frequently used to develop consumer insights during the advertising development and evaluation process. The reader will develop an understanding of how different approaches and classes of methodologies contribute to the end communications deliverable and develop an appreciation for both the creative and research-oriented schools of thought.
Keywords: Advertising research, consumer, model of advertising effect, rule developing experimentation.
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