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Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
June 14, 1978
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Citation

Twyman, T. (1978a, June 14). Are long-term effects possible or measurable?. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/are-long-term-effects-possible-or-measurable--1717


Research papers

A manufacturer's view of promotions

In the case that I want to look at today, I plan to show how promotion was used in the successful development of a brand in a highly competitive market, and to describe an approach to measuring the value of a promotion both before implementation and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Mike Fann
June 14, 1978
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Citation

Fann, M. (1978a, June 14). A manufacturer's view of promotions. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/a-manufacturer-s-view-of-promotions


Research papers

Advertising communication on behalf of a government body

Since 1975, the Roads and Traffic Division has been faced with the problem of a rapid increase in traffic hold-ups at the beginning of the holiday periods. The aim of the Roads Division was thus to obtain a better spread of holiday departures through...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Francois de Montmarin
June 14, 1978
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Citation

de Montmarin, F. (1978a, June 14). Advertising communication on behalf of a government body. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/advertising-communication-on-behalf-of-a-government-body


Research papers

Response to magazine and television advertising

A small-scale UK survey among leading advertisers and agencies to find out what research they conduct to evaluate their advertising campaigns is reported upon. The amount of such work was found to be surprisingly high but the amount of effort devoted...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Alan Smith
June 14, 1978
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Citation

Smith, A. (1978a, June 14). Response to magazine and television advertising. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/response-to-magazine-and-television-advertising


Research papers

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Barry Leach
June 14, 1978
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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/setting-advertising-appropriations


Research papers

The changing role of advertising campaigns in French market

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Sylvère Piquet
June 14, 1978
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Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-


Research papers

Adding value to a British bank

This paper presents an interim case history of the development of one such campaign for the Midland Bank targeted at the market for new personal accounts in England and Wales. It concentrates on similarities to rather than differences from other mass...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Charles Channon
June 14, 1978
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Citation

Channon, C. (1978a, June 14). Adding value to a British bank. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/adding-value-to-a-british-bank


Research reports

Qualitative research into advertising on Electrolux vacuum cleaners

The current Electrolux campaign has featured 'Katie' as a home tester trying both the 502 upright and the 345 cylinder models. The research was required to identify routes to develop the campaign and to give guidance on the type of information...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 9, 1978
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Citation

, C. (1978a, June 09). Qualitative research into advertising on Electrolux vacuum cleaners . ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/qualitative-research-into-advertising-on-electrolux-vacuum-cleaners-