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 risk-taking ideas, and illuminate diverse audiences. This book will be an invaluable resource for business executives looking for market strategy, consumer psychologists, teachers, students, and practitioners looking for a trusted guide for study in advertising, marketing and promotion.
Table of Contents
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.
"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