__ __ CIUILTBm I tlt~ I icr tllto llo two contc~~ll woro rde for a cilatlttl oarpaila flarrrial 1 acI oaal(ltorbikl, 'tbo e~S~II1 had olwota alel otroditioaal blta, 41111t his bettlr jPdlas~~ ehe Irala I~r(er vaa pcrll~l~d to Ile a tteldl Jl)mell doli(a with Itlreratrs flglsa aalloo, Iftor the flllc woo rat it woI dileovlrad that thl now biko val lncolpatibll with tho ~ll~bli~h~d iPage of tho brand, Id thl colncrciola Ire cllPla, I lot of efle aad ovtr I lillioa dollarl vcrs walead, if the foonl carlot had hoon ohown the two bikel aod rba which that prctarrad, thel alll cadouhtodlt have optld for tho Ilr IcliyP, that had btcn askld which bi~l fietsd b,lt with Ehe brand thlt would Elrt~in!y ~va chDIan thl clpslicli. hlllrch cuJe Mk ;he lithe (lueltioaa, if total Iatlboro ~lo9lrl rte ahowa advcrtiafnl with bP~tf cow tirla d~cd in, 1hI1 ~flhr rll; tPt it bc:1aI than tit l11I111 Itlfjl Thoir lal~, out cf conecxt, would bl lrrolovoat and lialoadial, WIII colltcfll for Ilt~·'~ Ilodoralt war ahowa iaforullt to 1 Ircll of wowoa Ilchlrcd frr thl officl lopl of thlr could ondrr~aJ it, tho rsl~ ~ thr clilac could haoauao gg had rod cCe octi)tl Icll~tcb con ha vort lialaadial kt it elo Ilao ha of ti~i ilPottlnca, Ioollrch livlo too inOota01o1(1 hrl~l~; tot it io oftrl coDsidorod that rc~l~rc~ iohibitl cle~titlrt. WI Icar r~ IPI "vhlt I111 hlrl ii pI rlacarch ~ Icat'a ~ora'~ faahioo?", ClibPDF - v~~fastio.soni -2- Ihe bet Iscthst pt have to deefde vhn~ nlearch can and eannoc dp, lad you've also got to oslte sure that the right puestions Ire asked and that the lethods used pre sBile enought to be of ptoeriul use in the hutll butly of the amtket place. (No use finding our lour advertising is lousy whm it has been on air Ior three months,) Creativity and Research, Managers have tvo probtc~s: to be creative themselves, and to inspire creativity in others, evclyhodg has some cre~~bltg; its nor the gift of the eleet, Leper, 1 manager, by the nature of things, has to delegate, lad one of his nin problems 111 how to iocentivate and guide creativity In others. This means selecting the right person or people and vorrlng them up to I high pitch of enthusiasm end involvement, in most eases fmr people is better ttao more, Host really ctellrive work is doPe by one PI two people, BOY many plays, symphonies, pop songs or novels have been mitten by groupst n~~re are exceptions, Diagele4 the famous lapnlsdD put together a group of daneen, painters and asic~ana, and the result vee the Ballet Rueses, ereetiviey usually leadq to tnulual solutions, and uhere there is no precedent the risks must be greater, Ilanp ideas dll he vrong, and some ridiculous, The huger needs to he selective hat ~odulglor, The creative man needs praise to raise his self confidence and (DthullaamI and guidance to keep him on the right track, euidanee is where research comes in. P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3- leseareh Is usually loolred upon as a rational ;Icrivirg, PhfLe creativity is considered ftrstlonal end intuitive, This is st best e lslf truth, Good nseaeh needs flair to ferret out the aigniliunt queetionl, vhlLl creativity has bean described a ninety percent ptrlpitltioa and ten percent inspiration, Staielnwki, vritlng on acting, ePphalioel that the uncwscfous only t~tel over (if you are lucky) after iou have voted very hard on II rational level to prepare ~our#lf for a rple, Lkule~s eolution to the sttuctnre of the BemePe ring came to him In a drean after wnelu of had thinking and vorr7lag, Creativitl, tnspttdtion, whet·haveyou is only meaningful when it is based on in-depth Laowrcdge of the probren, CrePtfng a brand In the old days before 'Seientific Ir~etlol' people were told to: XNOW TAE PBODUb IUIOW TIII; HIRlfLT I(NOV TEE CONSUHEB I(eae~rch helps you L:nPv the market nd the consumer, This baaieknoslcdge Is the beginntnll of visdo~l To pp~ marketing or Idartillng judglpcota pu moat ~nov pur conauner in depth, SLnce he Ltnprt ofem than nd,Plrl dlfIarenr Irop lountlj this aeane raseareh ~ penoul contact, Ton Nit gel to Lnov the eol~ll, valuaa, life atyle, and &biro of pur conlurr vho nill be the target for the brand, Thia Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·_.I_ .q. entails visitng bin in his hole, watching the Tv shows he watches, reading the · newspapers or osgazioes he tlada~ (Popular wopen'a wgaz~oo will cell you a lot about what vo#n find interesting and attractive,) you've got to develop and educate your 'hunch', lotivptiolul research is inportaot for product categories which have a use value or defined benefit, There are usually several lotivations for using 1 produet~ In the olr PI' 1WLhPWtC: U)dlCtlShlliCOlil; tO CO~blt leul Lte. Only research can give you an Idea as to how strong the Ippeals are in the different segments, and if there is a poaitive correlation between susceptibility to any one appeal and other factors such as educational level, geographical location etc, This is basic, and co~poa practice in ~os~ big companiesl There are two further points to aPtr, Pln[, Lecueen asearch and personal tnowkdge of the rtkee there is a difference of degree but not of Irind. BescPtch is or should be away of extending and developing tout feel for ehe:oM~ets and the pt~ee, To paraphrase Clausevits, Research is obacrntion carried out by other mUldl Second it is post LPOttlDt that the Agency creative get to know the urlt~r at first hand, · go aPound of briefing and research su~Padel can substitute the ~rin~ulus of first hand knowledge, Unlesa you own the Itkee be Uallitter practically does in aope couaerie~) 1 nov brand must here looc different (luPlcg or Idvaatnge for the rarllet Eonlun~et~, over the brands already on the plttaC, O I Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -5· You have to identify a vrkct gap, in cigarettes the difference could be in: Price Blend moge (alehough an i~ge difference alone is eeldoa sufficient) Cigarette design and/or ~~mensfons Spoting Characteristics PlcLging rite or atple Research helps to identify and describe the target, For advertising purposes this ~ust always be 15 Ipecific as possible, "li B C D sDokerSI Iale and fC~B1C ftoP 25 tD 35" ly be vhae you uould liice tD end up vith, Roulvlr IPUI initial trend setters muse be described tote specifically in teres of locio-eeopoPic class, eduotlon, cultural ~aluel, life style, aapiratiapl etc. Mvat~ilkg I1Ylp i(lLI. Pt 10161 lli t)LI LPII ii .dlliP~ LI Yb !II. LW~ Consuaera have certain expectations about any produce eate(atl, based on the traditions of the alftce place, ~here are traditions of eigarrtee advertising or packs n there pre o4enalU WPnl or the ~erfao soap Opro, loP up depart troa traditions, but you aust start off lowing the expectations of the conauner, ~ radical departure ul In the end create its own tradition (5lason L Ldgec), or it np not tire you alone dovn there3, ZI C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 L_I_C _ :1.11...~ -6- The role of Mva:iriPg Good edvereillPg mates a braod nttracrive and desirable to the target at which It is addressed, favourable attitudes formed can lead to trial, increased brand loyalty or increasing use, Advertising achieves this by: a) imparting cleary and penuaeivl~ infonatioo lad claioe one rational level, b) by describing, 8Dpp19tiDp or pointing out the Imeotial gnallties of a product, c) by giv~ag the brand p favourable clodolul feel, by building up the brsPd image, which can be described as 1 cluster of associations and Ipood connected to the brand, The cffscta on the rLec dflfetent lerela ere of caunL ~oll~rpted in the UI111 VII I~or~, hll lalu~ll .Ilhll dlh al*~ 61j. Illr fhl u~, pack, experience of the product lellclf, the perdavcd product user, price ctc~, to form a complex whole tot 'Cestalt' if you prefer it), This is the brand penoulity in the widest tenet of the tcnl The nolt difficult part of advertising to describe or research is the eorunicPe~op at the emorionbI level, which 1Dr conveaience we cno ull the Mverrlling IPage, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I ·I(·· I··I·· * ·7· .d eorbinetion of aesociationa and IP100d. ~IOClltlORI with brands often include the ripe of people pho cgPbollte the brmd user; the pLeel they fregueot, their 11Icptrlc; the clothes thelvesr etc, (Donlt cdusl the ~d~er~iliPg user with the real user, Lrrboro I~o~ers don't think the brand is s~olted Patnly by cowboys), The advertising user an~ he stvholie, like the cabol, or he rut he e cordg type (Flndus fish fingers co~arelals I fee leers ego) or he lip he tasllstic, (The old Oxo cooPercials; players Not 6), The rnlisn never includes 'the vates and all', There is usually an aspirational elc#nc, or the user is shown trot a sympathetic angle, Lmages an he crested aiehout shaving people. Objccte cm euggeet eretus, or efficiency, or old fashioned values, The style of the ad can be the uin factor, (868), raI uullan Pf Cb~ YI~P4 l.B II L ·m( Of ];~IPLII, It II JU~ ~[ the whole Brand personality and cannot be researched in isolation, O~o advertising would probably cop wt wary badly it divorced tron its context, This Is onL time rhar tou heve to mdre on tour oKa sind guided LI tour feel end hunch, and by lour knwlcdge of the real sdvettising ar~ct, its conventions end hdirlonl, I feel for the treads in Iuhion,anarednm~nrI end life setle is ulantid, your hunch hu to be an tnfoncd bunch, land personalities IIe diffieult to describe vi~R ant precision, can pu easily define the personality of Shell aa opposed to tlal Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·_ -B- ~r this Itqe the Poat ImiP(tul research is the Tor, where iou research 111 the elements vorking together and get a vague idea of the rub off on the product. It is difllcule kcouse of the ~rriffclalie~ of the Eut, hot sow taelrchen res to get Peanllgful results, eslecialll If ht do a series of TOTs for different brands and establish bench Porks, 'Ihis type of research cannot ~a~e into account the razzle dazzle of the launch, Wa are bick to the problel of neat fears fashion, BI nlslrehlng the · Product after the caPpoign I been Na, you can find out hw the consumer perceives the brmd at the different level, and thus whether the ~vtrlLfng objectives have beta Pet, pas he noticed be dark colour md special aroPe of lour brand of coffee? Ooes he believe it Is I epecial blend groun on the up lands of ColoPbin? toes he feel that the breed is loeeing special,,,, t parr tiaing Bnesrch to ~ptove Ada, If imagery is difficult to evaluate by research it is on the other hand ralativell sinple to raareh ads to fled out vhatbr ~hne iou iprsadcd to code up is being correctly decoded by the con~~ar, in lost cPI# this nuat be done uib avrlg lilhed tde as the execution alters the lualitl sal feel of the communication, When dealing with imagery he careful not to J the consumer to becoPe the bond *Mlerl Shovlaa slorl bold and ~LnilP~~iu for lure avlrtiling is e vaste of Ilu and as he veri Pialaadins. What iou rulll Pant to ilod wt is hov as ad, Pill tLael or vc~tm the choaan brasd LsS( and it is jar too ach to ul the eoPsuaer to tell iou this, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I_ I _ '""' · ~' ·~- · Reoeetchlnl too~LI or Ilirtia ten he Ilefrl when Ir heve 1 product which hll different md tlnlible eppelle ,,,, '~ind on the h~~' or 'lott on woollcJ', in tech ceeeo 111 ore rlellt reolerehipl tbs lppeel tither eLI the ed, I~ III1IF~ CU~OI IYL1Ultl fOUr id, on i lull ot lood to bid It in hllp eo find the nclttiveJ; teet tot Eorptahension end live ton lo idee of Eolp~t~bil~tl with the I~t~blilhcd iuge, lopottInt reIlirch esl he aoll ~I lhowin( the finished ed Ind probinl for Prlltivso, colprsh~rfol, 1~~(1 lnd aillikel, snsbiinl iron to inprove the id, bafore it is exposed on nsdli, It~ePel flip Ire often teleltehed Iv ~I~1PI then to ln Id hoc IPdIeDCI in 1 einele before rlleele, I file tecbnitiIn eln till iwdl~fllt whit con off lad whit dolll't ~ thl lidlltiag ol thl ludilncc, bl t~ bralthllll IILnca, tbs leolbl eet, rhl rib is n·18 rertielll re pt in order to IDCLICC the lot elnnot evllulta 1 fit vithout Ieelnl it with ln ludimcll lone leers llo in flPlfDI111 I1eI Iripe chinle to the Illne I~tn IIs1I cIlPIilnl PI colnetciele hid CecoIl ethlreil end tather ltrInle, Ind it wno decided to ~~e 1 new ~etill rn 1~ to eerthl lire Be btend II vitIt to lilott'e lonivel it wee decided to do lole (It~ reecetch hefore the new flip vclt · dL I~~ *re shun to tlrll rtql, d b It~r~~ll ,Ylbi~l ·I to find I~e whether ~cf ceUeed enjr dillonence with the eetehliehed Lt~ hlc, ClibPDF - v~~fastio.soni -10- There was no ptohta in this respect, but we did diseover that each file had negatives which needed correcting, For ioeonce in one of the fiias I bog sees I girl in I record shop, They enchmge gLnelo, end in thl ne~t lelme ea ulling lund in htnd love the Min sereetl One person in one of the groups wpt~oncd, in an aside, that the girl seeped a very easy pith hpl Since we pere well aware of this danger we arranged in ad hoc selaion to tele this point, and the negative became evident, The hand in hand scene us re-shot and the trouble clidoaeed, In each of the filr spill negatives pere picked up and elininate by changes in editing, The research was carried out by the research oanager of ligott who arranged and loderated the groups, To avoid undue influence of ope person's opinion on others the sessions were started with a simple written questionnaire, The whole operation, including te·shooting and re-cutting pas done in two weelu so thae ledia dates were not aissed, The presence of the grand bosger, the creative nan, pod the flrm editor or director is essential in this tppe of wohiog research, Is they are e~ttllpcl~ aensieive to the pmbler latent in the r~tLl lnd,lwvlng the IoPtage Shot, they ara in the best position to suggest solutions, purists pill seJ that individual interviewa should be need, Thus are tiPe coneuolng, erpensive and 1( it iPpodbla to involve the people wlC concerned, Tb a question of being pragPatic and using the rehod that wtlu, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~___ __ ·· . '." ... i ....,.... ·II· With grephicn the aw tlPe of ncech us be done, but it is preferable to project the MtLIII1 for 1 ehOrt tila~~ aaI Z #eonds, lolled lacer by a longer eaposlre, This atteptuatee the natural toPdeoe7 to unpine the ater~l in OIDUEII detail, and for the patients to plsg the role of doctor, Research of thin Irind is 1PnleUc; it enables you to eliniplte errors; to enhance lour effects and In hopefully rare eases, to throw out a dud, it is also an ilportant learning process for the creative, the researcher and the Brand Manager, who for once work intilatelg together, Besvrching the elcaente before an ad. is udc, An ad is a whole and it is expeetlng a hit wfh of the consuler to choose the bits, There are exeepeioas, it is tot nnueual to set a gt4Pp of men choostng a ~c~ and euggalllve Pedel, deJcined to rains the haelrleb of the heusevives it was ~~ea to please, tan lp EPglidhn hope to choose the right nodal for so ad, to run In Japan? ~ hwing the target, their tute in To ahovelePap optw, filpe etc,, aod by ~awing the local advertising Idieiop, II should be loribb to *old rat errors, but to get the best nnlta it is wise to gee consaeera aelalonl la too don't have an established tradition to follow, j Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -12· Slnee you never have infinite ti, this eap be done infornally, and only in rare caa do you need fOlM1 research, A good resenrdh laager uiling to Qprcrile when aece#lq tan he of ilameosl help, pornei tseaeh is mbre precise in its PathodaloR bat not different in kind froa infernal consuleaciona, providing co~P~nscnse precaueiens are taken, research Indlyltrt will obviously disagree), lu with the PProregd pllptioncd earlier, you art a~t the right (uestions to h tight people, its not lust a question of liking or disliking, its vhot is better in the context, A pond's comnoreial in lretil vas penned by oonsuners because the settings, coeeunu and Podele were too up-acage, yet 1Mter Eibh; hints ran a very occessful e~paign with status pltehod way over the Lids of the average eePounat, it depends vhieh way they take it, uhieh in torn depends on the iaplied conventions of the lauPLiBnI II this sUPPOBed 10 be redl~g, or eoPed! or fantasy! Lw people will tie it nan only be known by ~a~in$ the ad, Ilnrreh uill aola~ll! rcfleol plapll'l cqlctdloal bu~ oa Pill advertising, VICh on going I*Je ~dvcrti~ing thea are imporeapr, Il,lf you hrc~e contiauitl you vill veilrIn the brand, This loun'r IIIn to say that there uanot be eaarl surprises and gradual PodlfiUtionu; like a thane lad vad~donsl Xitha new btand Iw have to innolale aad you have to rely on jodgsnent, Reaearch tan be inhibiting and aieleading, Welre beek to the problcn of advertising nest year's fashion, a launch eln errata ill eve standards; lanavlrive ~dRrtiling op enb~ I pew trd!liao~ Its hers bL dL ia~onrl· O .i O hush eDPee in, end ye would he i dull world if r;nocr had to rilte dllu, '~~""" '' ~' '~ ~'~~~~I~ r".: .r"'.~ -I-····-·-··· · · -..~..., ,.,.,., . , . C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111