Resources Library by ANA

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Gerald de Groot

June 15, 1967

Advertising for consumer durable goods

The three main papers of this seminar do not deal explicitly with problems of a conceptual approach of the way advertising for consumer durable works. Dr. Joyce in his paper even expressly disregards the implications of advertising for this class of...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: H. A. van Stiphout

Company: Philips International

June 15, 1967

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Charles W. Clunies-Ross

Company: Nestlé

June 15, 1967

The Club Méditerranée

The basis of this paper is a research study carried out on behalf of the Club Mediterranee by CPV Promos and our appreciation must be extended to the Club for their agreement to publish all the information given here.

Catalogue: Seminar 1967: Travel and Tourism

Author: C. N. Cole

June 15, 1967

Tourist market research from viewpoint of an (official) national tourist organisation

Compared to consumer and production goods industries, market research (meaning thereby above all field research) has been rather scarce in tourism. These last years, an increasing activity could be observed in this field. Yet, initiative has been...

Catalogue: Seminar 1967: Travel and Tourism

Authors: Paul Risch, Jost Krippendorf, Jacques Antoine, Robert Irvine

June 15, 1967

Wanted!

Here you see that in about 20 years from now, Africa's and Latin America's population will grow by about 70%, Asia by somewhat over 40%, North America by a good 30% and Europe by less than 20%. What do these growth rates mean for the airline...

Catalogue: Seminar 1967: Travel and Tourism

Author: J. F. A. de Soet

Company: Air France-KLM Group

June 15, 1967

The tour operator's point of view

The past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of...

Catalogue: Seminar 1967: Travel and Tourism

Author: Peter B. Mooney

June 15, 1967

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Thornton C. Lockwood

June 15, 1967

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Julia Ann Burdus

June 15, 1967