Background

An important segment of research concerns advertising - and it's some of the most interesting and challenging work. Yet working with advertising and ad agencies requires particular skills and sensitivities.

Specifically, building trust can be difficult, and ensuring recommendations are relevant and useful means you need to know about advertising - how it comes about, who does what, how the findings are used and the types of debates and deliberations that go on both before and after the debrief.

Purpose and Aims

The purpose of this seminar is to give researchers an understanding of how advertising comes about and how ad agencies operate - with the aim of helping delegates enhance their working relationships, usefulness and empathy with their advertising clients.

For

Researchers who work with advertising development projects but who haven't worked in ad agencies.

Format of the Seminar

A series of informal 'teach in' sessions, backed up with syndicate case study work, including role reversal exercises to help delegates 'see it from the other side'.

Benefits

From this seminar you will learn:

• How ad agencies operate and how advertising 'comes about'.
• Insights into the creative process - what it is, the skills involved, what creatives mean by 'good advertising'.
• How ad agencies generate the advertising stimulus material researchers get to work with.
• Implications and ramifications for the agency (and their client) of your research debrief - and what goes on after your debrief.

Contact Mike Imms - email us or telephone 01243 814777.

See also: All About Brands