TERM 1
what drives research?
DEFINITION 1
driven by the expenses of advertising . do not waste $
TERM 2
Steps of researching for an ad
DEFINITION 2
1) Pre research a) before creative b) after creative 2) Post-
Research
TERM 3
Pre research
DEFINITION 3
before the ad runs
TERM 4
research before creative aspect
DEFINITION 4
-what r ppls expectations? - what do they think of they're
own lifestyles? -insights
TERM 5
research after creative aspect
DEFINITION 5
-tests the ad w a few random ppl -understand? -like the ad?
Ad agencies hate this step b/c if they fail at this, they have
wasted money and must start again
