TITLE

O&M turns reality TV into research tool

AUTHOR(S)
Goetzl, David
PUB. DATE
July 2000
SOURCE
Advertising Age;7/10/2000, Vol. 71 Issue 29, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports that New York-based advertising firm Ogily and Mather Ltd. is using the reality television concept into a marketing research tool. The company's Discovery Group sends researchers into homes with handheld cameras to get an up-close picture of how people live various aspects of their lives. Footages are then used to give marketers and agency staff the chance to see who people really communicate and interact in certain situations.
ACCESSION #
3302284

 

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