Resources Library by ANA

The opportunities and limitations of creative research

My paper is a plea for common sense in creative research. Research can make an enormous contribution to the development of effective advertising, but it remains a rough-and-ready affair for all the apparent sophistication of some of the systems...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: John J. Stork

June 1, 1966

Market research in the development of advertising for new products

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: John C. Dunkley

June 1, 1966

An experimental evaluation of the impact of advertisements

In analysing the effect of an advertisement there are two distinct criteria for evaluating this effect.:1. The consequences of the impression given; 2. The translation of the advertisement into action by the individual. In the first case, individual...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Herbert Steiner

June 1, 1966

Co-operation between creative and market research groups in developing campaigns

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Johan Aucamp

Company: ESSO

June 1, 1966

Freedom and control in creative activity

In market research we are all aware of the growing demand for better procedures for creating and testing effective advertising. Manufacturers not unnaturally wish for evidence that their expenditure on advertising will achieve maximum results....

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Peter Tyler

June 1, 1966

An over-all measurement of advertising effectiveness

I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Charles W. Clunies-Ross

Company: Nestlé

June 1, 1966

Use of periodic quantitative surveys in view of the adjustment of advertising strategies and of a better understanding of the process of advertising action

Advertising as a means of action on human behaviour is quite typical of our age; however, the assumptions we make, the theories we develop in that field, the research we are currently conducting to test the impact of advertising are still deeply...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Alain de Vulpian

June 1, 1966

The seven deadly sins in advertising research

Year after year industry invests ever increasing amounts in advertising, in order to keep up with the great competitive struggle. The sums thus spent go into hundreds of millions. Advertising should and must create advantages in competition. That's...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Herbert Flögel

June 1, 1966

A long look at advertising research

One obvious way to build such knowledge would be to prepare a systematic programme of regular research. Desirable as this might be, it is not the aim of this note to advocate such programmes . What is advocated is more realistic : that each new piece...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Lucy Webster

June 1, 1966