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TV Commercials: How to Make Them by Ivan Cury

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8 Research

 

 

Creative Director 1:

You watch behind the mirror and you start to pull your hair out because you go, wait a minute, you're asking the wrong questions. And you want to jump in there and save your spot. But its' dead. Its' not gonna go anywhere.

 

Creative Director 2:

Pure good advertising from my viewpoint is going to sell product based on what the focus group says.

 

Research Executive:

Well, the advertising agencies are dealing … with an emotional level of the consumer. When the ads are not liked, when they're disliked, they're not happy. And they often try to find something wrong with what we've done. Like we didn't get the right people in here, we didn't ask the right questions, whatever the case may be. They have to own up ...

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