Shop humanizes research

Hume, Scott
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p54
Trade Publication
The article deals with the effort of advertising agency Henderson Advertising in Greenville, South Carolina to eliminate the difficulty of presenting marketing research to creative advertising executives. Henderson's strategy for improving its creative work involved reviewing the consumer information sources available, examining strategies, reviewing its creative product, assessing the talent in its creative department and appraising the agency's client base. The key is to humanize and personalize the research. Category Dynamics breaks the information about the target audience into six components: needs and desires, decision-making process, brand images, product expectations, current mind-set and desired mind-set. Copy Dynamics is a complementary technique involving a visual representation of how consumers respond to creative executions.


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