Resources Library by ANA

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Carlos Harding

Company: Ipsos MRBI

June 15, 1995

Consumer direct mail

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Fiona Bell, Nick Francis

June 15, 1995

Maximising the effectiveness of direct response television advertising

Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Authors: Richard Fielding, Hugh Johnson

June 15, 1995

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

Persuasive advertising

Marketers who wish to continually improve advertising productivity will begin to apply a Total Quality approach to the advertising development and management processes, using statistically sound (sales-related) measurement feedback at appropriate...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Margaret H. Blair

September 1, 1994

Phone text, a form of interactive television

The old medium Videotext, connected by computers to a voice response telephone system, can transfer videotext into interactive television. This new medium is used for several purposes. One of them is to use interactive videotext for media research....

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Leendert van Meerem

Company: GfK

June 15, 1994

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands

Authors: John Baker, Tony Camp, Len J. Marchant

June 15, 1994

Advances in evaluation of retailer events

In Germany, retailers frequently use costly, store-wide theme promotions to increase consumer traffic and overall sales. Until recently, promotions were considered a necessary cost-of-doing-business and payback analyses for these events were...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: Petri Hirvonen, Hermann Pöhlmann

Company: Nielsen

June 15, 1994

How to effectively compete against private-label brands

April 2, 1993 was a historic day in the U. S. private-label scare. On Marlboro Friday, Philip Morris decreased the price of Marlboro cigarettes by 40 cents a pack in response to tire increasing popularity of cheaper cigarettes. In one day, the...

Catalogue: Seminar 1994: Building Successful Brands

Author: Susan R. Ashley

June 15, 1994