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Learning from Winners (Psychology Press/LEA, 2007) is a powerfully useful collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF). Tapping into the archive of a more than decade of ARF Ogilvy Award winners, Dr. Pettit tells stories and shares lessons that demonstrate how imaginatively applied research can lead to new brand insights, redefine problems or markets, and to support intelligent risk taking.
With this issue the Journal of Advertising Research begins to share with its readers a collection of Ogilvy Award case histories, as analyzed by Dr. Pettit. The studies, their author explains, “answer questions about how advertisers engage us, create demand for new products, and keep brands we know and love fresh and alive. We describe how creativity and science are fused to gain a deep understanding of consumers and thus improve the odds of success. And, in particular, we share with you how marketers plan, choose, and use the tools and techniques of market research and analysis to better inform the creation and delivery of advertising that drives impressive business growth.
“I would like to focus on the power of marketing research to drive measurably successful advertising and marketing campaigns that are a critical engine of business growth.”
Our series begins with the research challenge of creating a new business model where none existed before. It is the story of how Lexus changed the nature of used-car sales with the introduction of a new variety of vehicle—the Certified Pre Owned car that offered the promise of a quality ownership experience that had never been part of the “used-car” marketplace.
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