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Ad Research

ROLL NO. 109 OBVIOUS ADAMS ROBERT RAWLS UPDEGRAFF

The question

What can we learn from Obvious Adams about

ideas that work? State the learning. For each learning what did Obvious Adams do/say/think that pointed to this learning? And, how can we apply that learning in researching communication?

Key learning from Adam

Adams was no extraordinary person with special skills. He only did what was obviously expected thing to do in any given situation. A Few takeaways from him about the ideas that work are

Art of simplicity and obviousness Things that are on the mind but people dont think about it. like an oversight. Art of Noting things down - penning down the thought process or situational analysis. Art of immersing oneself completely into the things at hand in such a way that one eats, sleeps breathes, dreams and thinks about the topic in discussion. Art of working as if one owns the business this simply implies doing more than what is expected of an employee and also of not being insensitive to business profits and loss. Art of gathering facts and data reading and analysing situations and not getting carried away by them. Art of timing what to say when to whom.

Key Learning Simplified.

The obvious things are so apt and simple even when they come to our mind, our mind then refuses to acknowledge its presence. The obvious of the problems are often the simplest of all. At times they are so simple that we look at it even without seeing it.

Learning examples from the Reading material

Art of simplicity and obviousness When Adams decides to work for a world famous advertising agency James B Oswald, he does the obvious. He directly goes and meets the head in person. He had the persistency enough to follow out his dreams in an obvious and simple manner. Art of penning things down He wrote down all the thoughts that came across his head. Right from the Six minutes from Orchard to can to the Golden brown cake project even at the time when it was not given to him. Also when he had to research for the Monarch Hat Company. Art of immersing oneself completely into the things at hand He drowned into the world of Peaches and Cans when he was researching on them. He thought, studies, dreamt and ate peaches. He also sent for government bulletins and spent this evening studying canning. When they were about to get the Golden brown Cake account he studied the shop that sold that particular cake and purchased It as well. He ate that for lunch and dinner and studied that cake post office hours as well. Thats how he immersed himself into the topic at hand.

Learning examples from the Reading material

Art of working as if you own the business when once of the visually appealing ads fail, Adams becomes emotionally attached to the product and very unhappy for his own boss and the company that the account was to be discontinued, he later proves that he can bring back the Bakery products to the attention of the people. And he does in fact. Art of gathering facts For every single account that Obvious Adams worked on, he started with analyzing the facts and figures. He would conduct his own personal test. Most importantly he was not overwhelmed by facts. This again was made evident when he started collating facts for various accounts right from peaches to bakery products to hats amongst a lot others. Art of timing Fortunately and unfortunately when the first ad campaign failed, Adams then took it as perfect time communicate his ideas. Had he done so prior to the first idea there would have been high chances of it being rejected.

Application of the Learning

-It all begins with identifying the problem. -So if sales are reducing, then we need to identify what is causing the sales to reduce; it could be either internal or external factor. -This is possible only if the facts are gathered systematically and holistically. -This is something we can learn from Obvious Adams. Get background information get research topics locate materials analyze materials organize and write. One thing evidently and subtlely implied Whatever is being done, it needs to be done in a motivated way and there is a pressing need to stay relevant. Timing matters a lot. Even in research when to ask/tell what to whom depends a lot on the timing than the question Immerse oneself deep into the research at hand and that is when one may be able to get a break through. And the most important of all points - look out for the obvious points. Taking obvious decisions that lead to successful results is not easy. Requires ability to filter out the simpler aspects.

Thank you.!

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