“How to make Creative Development Research Work”
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ABSTRACT
The article used creative development research as an integral part for the success of advertisement campaigns. Glen reckoned that since advertisement campaigns are an important part of any commercial transaction, then the importance of creative development research cannot be underestimated.
Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. While marketing has the objective to choose markets that have the capacity to purchase a product, advertising, on the other hand, is the paid communication through which relevant information about the product is conveyed to potential consumers.
In a general sense, creative development research is crucial in advertising in the fact that it is being utilized as a medium to be able to impart to the consumers the availability of a particular product or service. In a way, advertising is also able to provide critical information regarding the product or service. When an advertising campaign is achieved effectively, this only means that creative development research was also effectively done. This can lead to an increased demand for the product.
There are commonly three main objectives of advertisements: (1) conveying relevant information regarding a particular product or service; (2) persuading consumers to purchase the advertised product; and, (3) keep the company under the watchful eyes of the public. Most successful advertising campaigns usually mix the elements of all three objectives. More often than not, newly established products are supported with informative and persuasive ads, while strongly established products utilize institutional and persuasive ads.
CRITIQUE
A. Positive Points
According to the author, the occurrence of creative development research within the realm of international marketing communication reflects the growing difficulty in the management of advertising campaigns that require the effective use of valuable resources such as money, materials, equipments, and people. And even multi-national companies and organizations are no exception to these. This is the reason why creative development research is being done by most companies and organizations in order to determine the most effective ways to coordinate these advertising resources through the application of analytical methods derived from fields of studies such as mathematics, science, and engineering.
Through this process, advertising problems are solved in different ways and alternative solutions are then relayed to the organization’s management. The management then selects the appropriate course of action in line with the advertising goals. More often than not, creative development research is concerned with complicated issues such as top-level strategy, resource allocation, designing of advertising facilities and systems, pricing and the analysis of large databases.
The author suggested that creative development research actually may vary according to the structures and philosophy of the company. But in most cases, it centralizes creative development research in one department. Creative development research may also have the possibility of working closely with top level advertising agencies in order to identify and solve a variety of advertising problems.
B. Negative Points
The continued interrogation in order to understand a consumer’s goal as well as the establishment of a set of feasible solutions by conveying the necessary information that convinces a buyer to achieve his goal at a reasonable cost is one of the major problems identified by the article regarding creative development research. On the other hand, the main objective of creative development research is to be able to know the needs and satisfy the wants of consumers effectively, and therefore convert possible customers into actual and reliable ones through the impacts of certain advertisements.
Creative development research may have the tendency to become extremely expensive per session, and the gathered information may be different among the participants or target audience involved. It is a well-known fact that the main objective of creative development research is to help an organization achieve its marketing goals through advertising in a reasonable way. However, this is not always the case. Consumers can easily be persuaded by outside factors to patronize a product or service that normally does not have any interest to them.
APPLICATIONS / RECOMMENDATIONS
A major factor involved in the improvement of the advertisements of most companies and organizations involves the establishment and utilization of creative development research that in turn measure the consumer’s satisfaction. Creative development research focuses on measurable characteristics of products and services that the company typically utilizes in order to study and improve the performance of their advertising campaigns. The indicators that will be chosen should be able to represent the essential factors that are crucial to the improvement of the performance of their advertising campaigns. Through the analysis of accurate information brought about by the creative development research processes, the measures or indicators themselves can possibly be analyzed and improved to support such goals.
There are several steps needed in order to evaluate and control the recommended creative development research processes. First, the recommended creative development research processes have to be tested first in varying situations and environments, after which a Test-result database must be established for comparisons. The tests have to determine the relative impact of the advertisement campaigns, which in turn will be the basis towards evaluating the execution options regarding the appropriate promotion tools.
On the other hand, the established test-result database will be the basis towards the creation of more advertisement campaign designs and decisions. The data will also provide support for the continued implementation of creative development research activities.
CONCLUSIONThe results of the analysis carried out on the article indicated very significant effects for creative development research, especially considering its tremendous benefits for advertising outputs. Therefore, we could conclude that the image of advertising could still be expected to improve faster than average through the integration of creative development research.
The review of the capabilities of creative development research revealed very little inconsistencies regarding the strategies of most companies and organizations using this process in developing advertisements. This is coherent with their traditional inside-out approach. However, the need to reconcile both the inside-out and outside-in approaches becomes imperative now for these companies using this approach.
The analysis among the advertising environment as well as the capabilities of creative development research revealed certain gaps, most of which are biased towards the advertising environment. However, these gaps paved the way towards determining a number of recommended strategic options to secure the competitiveness of creative development research as an integral tool in making advertisements.
Also, companies and organizations have to find a balance between adherence to internal forces within their management and to the changing forces of the environment in order to implement such strategic options as learning outcomes and inputs.
Credit:ivythesis.typepad.com
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