1st Edition
Learning From Winners How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
By Raymond Pettit
Copyright 2008
200 Pages
by
Psychology Press
200 Pages
by
Psychology Press
Also available as eBook on:
This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand insights, re-define problems or markets, support... Read more
D. Allsop, Preface. S. Kim, Foreword. Introduction: Prologue. Part 1. The Winners. Seizing a New Business Opportunity. Creating a New Business Model Where None Existed Before. Smashing Category Traditions. Scaling The Ladder of Insight. Implementing The ‘Big Idea’ For Everyday Consumer Products. Reaching Multiple Customer Segments With a Powerful Idea. Part 2. Great Research Is a Hidden Asset. The David Ogilvy Research Excellence Awards. Great Research Is a Hidden Asset. Where Are We Headed? Appendices: Ken Roman, personal essay – “Learning From Winners: Look Before You Leap.” Description of Attached CD ROM.
Biography
Raymond Pettit
"Nowhere has there ever been such a thorough and thoughtful review and explication of the best of the best in advertising research." - Dee Alsop, Group President, Harris Interactive
