the IT blog

"A new research effort will be launched by both the Advertising Research Foundation and the American Association of Advertising Agencies in three phases. The first will involved the collection of existing data on how the mind works which will be completed by Harvard guru Gerald Zaltman. The second will compile new research being done by a dozen firms that "measures of story-telling campaigns," which, by the way, is how researchers hypothesize we like our campaigns. Sort of like that Folger's coffee romance. The third will be comprised of what researchers are calling the "co-creation of stories" which gets into the heady notion of consumers processing commercial messages through their "existing thought structure" and then "create new meaning" from that message exposure." [Adrants]