Learning from winners : how the ARF David Ogilvy Award winners use market research to create advertising success

This new book authored by Raymond Pettit is based upon past winners of the Advertising Research FoundationвЂTMs (ARF) David Ogilvy awards over the past ten years. It will be of interest to all teachers and students of marketing research and advertising. The premise of this book is that conducting proper market and consumer research is the foundation of an enterprise as they seek new opportunities for growth. The book details how research contributes to effective advertising campaigns, and is an invaluable resource for business executives looking for market strategy. ARF sells CDs with each yearвЂTMs Ogilvy award inning video case studies to supplement this book. 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. 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 -- The David Ogilvy Research Excellence Awards Program -- Research Methods, Techniques, And Approaches Are Put To The Test -- Where Are We Headed? / Gerald Zaltman. Raymond Pettit. Includes Bibliographical References (pages 155-159) And Index.