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Research papers

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
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Citation

Flögel, H. (1966a, June 01). The seven deadly sins in advertising research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-seven-deadly-sins-in-advertising-research


Research papers

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
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Citation

Webster, L. (1966a, June 01). A long look at advertising research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/a-long-look-at-advertising-research


Research papers

How research can have greater creative utility

To summarise, the essential conclusion that I have tried to argue towards is that the dichotomy between the creative man and the research man is false. The research man has got to understand what the creative man needs as he has to provide it. The...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Keith Fell
June 1, 1966
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Citation

Fell, K. (1966a, June 01). How research can have greater creative utility. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/how-research-can-have-greater-creative-utility


Research papers

Pre-testing on the "creative workshop"

Creative Workshop is a quick, relatively inexpensive pre-testing service designed for the J. Walter Thompson Company Limited to help the creative people and to improve the quality of the advertising. Broadly speaking, in our approach we hope to get...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Robert Fletcher
June 1, 1966
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Citation

Fletcher, R. (1966a, June 01). Pre-testing on the "creative workshop". ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/pre-testing-on-the-creative-workshop-


Research papers

Non-awareness and non-usage

In this paper, we report some empirical findings concerning the relation between a sales-type variable such as brand usage and a communication variable. In trying to measure communication, people use a variety of different variables. We consider here...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Andrew S. C. Ehrenberg, Michael Bird
June 1, 1966
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Citation

Ehrenberg and Bird (1966a, June 01). Non-awareness and non-usage. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/non-awareness-and-non-usage


Research papers

Pupil response as a means of evaluating television commercials

Today we are reporting on the first test carried out in England. For those of you who are unfamiliar with the basis of pupil response I will describe it very briefly. The technique is based on the fact that in constant light conditions the pupil of...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Gareth Johns, Jack Potter
June 1, 1966
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Citation

Johns and Potter (1966a, June 01). Pupil response as a means of evaluating television commercials. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/pupil-response-as-a-means-of-evaluating-television-commercials


Research papers

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean-François Boss
June 15, 1965
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Citation

Boss, J. (1965a, June 15). Selection models for publicity campaigns. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/selection-models-for-publicity-campaigns


Research papers

Market research in Switzerland

There is no exact information available on market research. Compared with scientific research in the various fields and extensive marketing activities at home and abroad, market research is still very modestly used. Indications however are that the...

Catalogue: ESOMAR Yearbook 1964-1965
Author: G. J. Krampf
June 15, 1965
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Citation

Krampf, G. J. (1965a, June 15). Market research in Switzerland. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/market-research-in-switzerland


Research papers

A new method for measuring advertising effectiveness

For scientific elaboration of a media plan, planners have at their disposal audience surveys giving the numbers and characteristics of the readers, listeners or viewers. In order to optimize a media plan, information is necessary not only on the...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Daniel Adam, John Parfitt
June 15, 1965
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Citation

Adam and Parfitt (1965a, June 15). A new method for measuring advertising effectiveness. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/a-new-method-for-measuring-advertising-effectiveness