Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals |
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Authors: | Paulo Ribeiro Cardoso |
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Affiliation: | Department of Communication Sciences, Faculdade de Ciências Humanas e Sociais , University Fernando Pessoa |
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Abstract: | SUMMARY The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief. |
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Keywords: | Advertising agency advertising campaign advertising professionals advertising strategy in-depth interviews market research Portugal |
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