Resources Library by ANA

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

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

Author: Tony Twyman

June 15, 1980

Budget-temps and panel multi-media surveys

Since few years a wide programme has been engaged by C.E.S.P, to repertory the needs and schedule new investigations in order to complete its present surveys about Press, Cinema, Radio, Television and Placarding audiences. In this aim, a wide survey,...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Daniel Mugnier

June 15, 1980

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

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

Author: Peter Sampson

June 15, 1980

Response to magazine and television advertising

This paper picks up the value of media questions on a product survey, a point made earlier in this section. It is also an example of a data bank leading to generalisations. These include comments on the way the two main media work. But in addition to...

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

Author: Alan Smith

June 15, 1980

News from the world of children and adolescents

This marketing tool has already been in use for a year in France, and its international growth is to begin in November 1980 with the setting up of a barometer of child-oriented themes in Great Britain; extension to the leading industrialised...

Catalogue: Seminar 1980: Children And Young People

Author: Joël-Yves le Bigot

June 15, 1980

The use of on-line retrieval systems as an aid for decision making

The decline in the cast of computing has put new decision making tools based on mathematical models and statistical formulae within the grasp of a wide range of commercial organisations. However, mathematical models have their limitations in a...

Catalogue: Seminar 1980: Information Systems In Action

Author: Serge Lustac

June 15, 1980

Consumer behaviour of young people

During the last years the interest in young people's consumer behaviour has greatly increased. Young people as almost emancipated partners in the process of purchase decision are supposed to be educated in order to become consumers like adults. They...

Catalogue: Seminar 1980: Children And Young People

Author: Liselotte Fessel

Company: GfK

June 15, 1980

International advertising

Introductory paragraph to "International advertising" section of the book "Market researcher look at advertising".

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

Author: ESOMAR B.V.

June 15, 1980

The voters between left and right

9 out of 10 voters can position themselves on a left / right semantic differential scale. Some 30% choose for the center position. The scale-positions largely explain party-choice in elections as well as perceptions of political entities such as...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls

Author: Jan Stapel

Company: NIPO

June 15, 1980