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The wrong way. First, let's look at how the wrong kind of research, done at the wrong time, kills good creative: You hire a major agency to advertise your line of umbrellas. The agency assigns the job to its mega-award-winning creative team. The team flies to Seattle, to look at rain and think about umbrellas. When they come back, they have in hand an idea for a TV commercial that features a duck, an alligator, a chase through the swamp, lots of rain, and a hilarious end- ing, in which your umbrella, when suddenly revealed, brings the duck and the gator together as friends, to save the day. They also bring back a large bar tab. Everyone agrees that the commercial is fantastic, that it will get lots of attention, and will make people notice your umbrellas. But before they run the spot, they want to run it through a focus group, to make sure it'll work properly. In the focus group, one woman points out that ducks and alligators could never really be friends. Another doesn't like the fact that a red umbrella was used in the spot, because it's a bit too garish. She'd like it better if it were green. A man notes that ducks and alligators don't really need umbrellas at all, as they are, well...ducks and alligators. Finally, a young man states that he's uncomfortable with the implied animal violence in the spot

Table of Contents for the Digital Edition of The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006 - (Page Cover1)
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