Resources Library by ANA

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Susanna Segnit, Simon Broadbent

June 15, 1980

Development of a self-completion media questionnaire for magazines

The present report describes a new system of questioning for self-completion media questionnaires in which all instructions were expressed in terms of symbols. The questionnaire as it has been drawn up was considered easy to understand by the persons...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Dieter Müller-Veeh

June 15, 1980

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action

Author: Janine Rouas

Company: Colgate-Palmolive

June 15, 1980

Effects of television advertising on children

A sample of 900 children (and their mothers), aged 6 to 13 and representative the Federal Republic of Germany was interviewed on a wide- spread selection of leisure-time activities, media consumption data as well as their opinions and attitudes...

Catalogue: Seminar 1980: Children And Young People

Author: Henning Haase

June 15, 1980

France

Advertising is designed to communicate with subjects, not objects. It is transmitted by the mass-media, which technology has placed at the disposal of mankind to "socialize" communication. These two obvious facts mean that advertising is naturally...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Dominique Leger

June 15, 1980

How to adapt research techniques to design and asses image advertising

This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Alan Wolfe

June 15, 1980

How to communicate with your programmer

The users of management information systems and the designers and programmers of such systems live in different worlds; they have different backgrounds, skills and motivations. As a result communication between the two groups can be difficult....

Catalogue: Seminar 1980: Information Systems In Action

Author: Richard W. Hill

Company: Nielsen

June 15, 1980

The quality of magazine and tv exposures

The objective of media planning is to establish, within the framework of the budget for a specific advertising target, the optimum cost-effective combination of carriers for the advertising in question. As a rule, the selection of the media is based...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Authors: Rolf Speetzen, Wilfried Wenzel

June 15, 1980

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Jean Michel Agostini, Nicolas Steinberg

June 15, 1980