ADV 318J Chapter Notes - Chapter 7: Design Thinking, Fanta, Rorschach Test
Document Summary
{b o o k n o t e s} Developmental research provides consumer insights, advertisers use these to create ads + promotions. Trendspotting = identifying new trends in the marketplace. Advertisers + marketers should think like designers. Digs deep to find what the consumers really want, a lot of prototyping, testing, etc. Don"t use preconceived ideas, create products from scratch. Can help advertisers figure out what their brand really means, shape better meaning. Seeks feedback design to screen the quality of a new idea, using consumers as the judge and jury. Screen new ideas for specific advertisements or assess new product concepts. Before a product is introduced, advertisers should have a deep understanding of how the product fits needs and how much people are willing to pay. New can be risky, concept must be researched before introduced. Creatives need to know about the people they are trying to target.
