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Citation

Hastings G & Leathar DS (1987) The creative potential of research. International Journal of Advertising, 6 (2), pp. 159-168.

Abstract
Advertising research is all too often equated simply with 'testing'--pre-testing communication, comprehension, execution, etc., and post-testing effectiveness. This paper argues that a more fundamental and, in the long term, more important role of research is that it can provide a means of communication with the customer; thereby enhancing the advertiser's understanding not just of his campaign but also of his audience. It is this aspect of research that encourages innovation and creativity. However, to be successful in this way, advertising research must be conducted continuously rather than on an ad hoc basis and, ideally, should use a consistent research team. The paper goes on to argue that such a system has benefits for all those involved in producing advertising--the advertising agent, the researcher and the client--and in each case the benefits relate to encouraging creativity. It concludes by using case history material to support the points made.

Journal
International Journal of Advertising: Volume 6, Issue 2