A lot of people try to present marketing and advertising as a science, but in reality it isn’t. In reality, even advertising research is subject to a lot of different methodologies and interpretations. A lot of people proceed with advertising market research as if they were just doing social science. They try to get as good a sample as they can and the most accurate results possible, taking great time and effort to be scientific about it.
My particular approach to advertising research has always been somewhat different than this. When I research advertising, the goal is to come up with an effective advertising campaign. As such, all you need is plausibility. You don’t need to know for sure that an approach is the very best, you just need enough evidence to suggest that it will work well. After that, all you have to do is to trust in your … Read the rest