Resources Library by ANA

Qualitative readership research

The term ‘qualitative’ can cover a wide range of aspects that go beyond average issue readership, and which are relevant to the planning of advertising schedules.

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research

Author: Liliana Denon

June 15, 1980

The years of experience with a dialogue marketing information system in action within the German Unilever

In 1977 I installed the EXPRESS Market Research Information Service at UNION Deutsche Lebensmittelwerke OmbH, a Unilever subsidiary. This paper discusses the value placed by the management on the system, after two years' experience of the system and...

Catalogue: Seminar 1980: Information Systems In Action

Author: Werner Röske

June 15, 1980

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Pierre Devrient

June 15, 1980

Using panel data to evaluate the consequences of promotions

This paper discusses how Information Systems can support marketing decision making in the promotional area. We deal mainly with the use of Consumer Panel data, although reference is also made to the integration of other data sources - sales and store...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: David Zeitlin, Christopher J. Melbourne

June 15, 1980

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: H. Jones, Graeme Cranch, Henry Durant

June 15, 1980

Interviewing children

The IFES has started a research project on public and parental resistance to the interviewing of children, examine for a series of topics which arguments are used against interviews with children, where the appropriate age limit to treating the topic...

Catalogue: Seminar 1980: Children And Young People

Author: Ernst Gehmacher

Company: IFES - Institute for Empirical Social Research

June 15, 1980

Media measurement and media choice in the Federal Republic of Germany during the last decade (1970-1980)

This review is divided into four parts: 1. Measurement of contacts between media and recipients;2. Description of recipients as members of target groups;3. Methods to bring both informations - about contacts and about target group characteristics -...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Klaus P. Landgrebe

June 15, 1980

Advertising communication on behalf of a government body

This paper like the last is about Government advertising. This one concentrates on the tone or style of the campaign and on the decision to he serious or lighthearted. It is obviously not as ‘heavy’ in research terms but is as useful as an...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Francois de Montmarin

June 15, 1980

How advertisements work

It can be argued that this subject is the most worthwhile for a researcher to work on. It is possible to make major contributions without using the words 'works’ or ‘effective’. However, this concept always underlies all the rest. In a...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980