Resources Library by ANA

Qualitative media research in the market-place

The purpose of this paper is to discuss the position of qualitative media data in relation to the interests and orientations of the various parties potentially concerned in its generation and use. It is argued that these orientations have resulted in...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Brian Allt

March 1, 1976

Qualitative research on Elizabeth Arden Velva moisture film

Haddons W.P.T. has produced a new commercial for theadvertising of Elizabeth Arden Velva Moisture film.The objectives of the research reported here were:1. To ascertain whether or not the endframe of the commercial shouldfeature a reference to retail...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

March 1, 1976

Advertising research on 'Inside Walnut Whip'

A new commercial 'Inside Walnut Whip' has been designedwhich uses a new and different type of approach. Theobjectives of this research were: 1. To examine reactions to it, covering impact,comprehension, and what it says about Walnut Whip;2. To...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

March 1, 1976

Television

This paper describes the depletion that occurs to a television program audience (beyond the program rating itself), specifically as these variations relate to television advertising's communications effectiveness. The variables examined include type...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Robert A. Schneider

Company: Burke, Inc.

March 1, 1976

Beyond vehicle contact

Four basic problem areas are identified and discussed. An adequate conceptual framework of the advertising effect process, within which 'qualitative' media factors operate, is seen as comprising four elements: vehicle; message; audience; and contact...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Michael M. Brown

March 1, 1976

Weighting reading frequency

We are facing a dilemma: more information is wanted about as many target groups as possible and the quality of media contacts. We know from a number of field experiments that exact figures regarding media coverage largely depend on the design of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Friedrich W. R. Tennstädt

Company: Institut für Demoskopie Allensbach GmbH

March 1, 1976

The usage of qualitative media data

The paper concerns the question of how to include qualitative criteria into current media-planning procedures, and the appraisal of the improvements which may be expected by the usage of qualitative data. After a description of the media model used...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Jean Michel Agostini

March 1, 1976

Qualitative hall test on the Parker Lady commercial

COP produced a commercial featuring the Parker Lady ballpen for the pre- Christmas period. The advertisingobjectives were:1. To reinforce Parker as a maker offine writing instruments; 2. To state that Parker makes high pricedball pens;3. To state...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

March 1, 1976

A first step across the border

The areas which are to be investigated in this paper are: - confrontation with parts of the medium; - the page-confrontation; - the editorial page-confrontation; - the advertising page-confrontation; - the confrontation with both editorial and...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Jan D. Noordhoff

March 1, 1976