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More than just "snap, crackle, and pop": "Draw, write, and tell": an innovative research method with young children

Angell, Robert and Angell, Catherine 2013. More than just "snap, crackle, and pop": "Draw, write, and tell": an innovative research method with young children. Journal of Advertising Research 53 (4) , pp. 377-390.

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Abstract

This article presents researchers in advertising and marketing with ‘Draw, Write and Tell’ (DWT), an innovative creative method suitable for research with younger children (5-11 years). DWT affords researchers an alternative to more traditional methods and compliments existing creative methods. A case study using an advertisement promoting Kellogg’s Rice Krispies cereal illustrates how DWT can be implemented in practice. The researchers conclude that DWT provides advertisers several benefits. Data quality is high as a result of participant and stakeholder ‘buy in’, the application of ‘visualization’ methods, and triangulation through its ‘multi-method’ design. Advertisers can use the results for ‘evaluating’ children’s responses to advertising material, whilst enhanced creativity leverages the opportunity for ‘modification’ of communications. Limitations of DWT with directions for its future development are also considered.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Publisher: WARC
ISSN: 0021-8499
Related URLs:
Last Modified: 05 Feb 2020 03:23
URI: http://orca.cf.ac.uk/id/eprint/40226

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