Resources Library by ANA

A reassessment of the role of the pre-test in advertising research

What I would like to do is to suggest that ad pre-testing (or "copy-testing") techniques can be simplified considerably and their efficiency greatly improved by a reassessment of the role which the pre-test should play in improving the effectiveness...

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

Author: Peter A. Rusby

June 1, 1966

Planning advertising strategy

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are...

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

Author: Daniel Yankelovich

June 1, 1966

Measuring differing tasks in competitive advertising

The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In...

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

Author: Gerald de Groot

June 1, 1966

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

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

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

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

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

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