a type of qualitative research that is used to formulate advertising. It can work at three stages in the advertising development process (i) Defining the strategy - ie what should the advertising be saying? (ii) Defining the execution - ie how should it be said? (iii) Testing a chosen execution.
CREATIVE DEVELOPMENT RESEARCH
Meaning of CREATIVE DEVELOPMENT RESEARCH in English
Raynet Business and Marketing English glossary. Английский глоссарий компании Raynet Business and Marketing . 2012