Research

Research is necessary for any advertising campaign. It is necessary to find out what issues are preventing any particular product or service from achieving greater sales, or greater sales growth. It can also show you how the competition is interacting with consumers.

The problem with research, however, is that its answers are speculative, but are not treated as such. Consumers can provide excellent ideas, but these ideas are only a starting point to help jump start the agenda planning.

Research is not an excuse for poor advertising. Just because a focus group in Idaho led you to believe that your campaign would be received with open arms, does not take away personal accountability.

In conclusion, research is necessary. It is a step in the process, a means to an end, but not an end in and of itself.