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Research papers

Pre-testing advertisements at early stages of campaign development

I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. A. Hoyes
Company: Ogilvy
June 1, 1966

Research papers

The gold cup

n citing the case of the Gold Cup, our intention is to contribute to this seminar by indicating how this relational problem may be overcome and suggest the feasibility of a working methodology which can greatly enhance the creation of advertising and...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Robert E. Miller
June 1, 1966

Research papers

The relationship between research and the creative process

Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose,...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
June 1, 1966

Research papers

Continuous advertising research as a decision making instrument

The model is essentially a modified and completed, DAG-MAR inspired system containing various psychological measures , questions about actual behaviour, distribution and reading habits (media information). It distinguishes between the analysis of...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Jacques E. Andriessens
June 1, 1966

Research papers

Mathematical models and creative advertising

To produce an effective advertisement for a product or service the creative man needs the following information. 1. Who the advertising is to be aimed at - and the more he comprehends the nature of the target audience, the easier it is for him to...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. l. Smulian
June 1, 1966

Research papers

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

Research papers

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

Research papers

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

Research papers

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