Resources Library by ANA

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Authors: Susanna Segnit, Simon Broadbent

September 1, 1970

The use of attitude data in the short-term forecasting of durable expenditure

This paper outlines some current research being conducted at the London Business School, sponsored by the Leverhulme Trust in conjunction with the Gallup Poll, into how market survey data can be used to measure the state of consumer expectations and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Gordon Heald

September 1, 1970

Market forecast models for consumer durables

In this paper some methods will be described which are being used for forecasting markets of consumer durable goods. The models will be explained for both initial and replacement demand separately. As market forecasts are being used together with...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Peter L. F. de Jong

Company: Philips International

September 1, 1970

Qualitative research on co-op butter

The research aims to investigate the image of co-op kinds of butter in relationship to the various elements of the marketing mix in order to suggest recommendations for short-term action on the present range and for further long-term developments. ...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Introduction to the sequence of papers

The sole purpose of research into markets lies in the support it can give to planning for different time periods. This implies that market research becomes marketing research when it also deals with research into the most economic way of application...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Jan van Rees

Company: Philips International

September 1, 1970

Qualitative research on Mac-Lemon

The general objectives of this research were to assess consumer reactions to and understanding of two rough Mac-Lemon Commercials - 'Mother' and 'Give you back your Husband'. This was done by comparing reactions to them with reactions to the existing...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Can advertising and media planning be improved by the use of single-source data?

The TGI, of course, is not the first single-source media product survey to be set up on a continuous basis. The TEM system in Sweden, and the Brand Rating Index and Simmons surveys in the USA, also work elsewhere on data marriage, are all extremely...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Christopher Minter

September 1, 1970

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Colin McDonald

September 1, 1970

The contribution market research can make to strategic planning by exploring and exploiting the product life cycle concept

The market research profession can fill the gap by taking the attitude that it is in the information business , rather than in the research business . That, in other words, the market researcher seeks to fill industry's need for information as the...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Maarten Van Mesdag

September 1, 1970