Resources Library by ANA

Forecasting procedures

The door to forecasting opens more easily for the layman if he studies the foundations on which the question of forecasting is based. It means looking in to the future. The various methods of forecasting differ basically only in the way this search...

Catalogue: The European Marketing Research Review 1966

Author: Friedrich Wendt

August 1, 1966

Psychological research on the consumer

Consumer research appears to me as a crossroads of disciplines in which we cannot favour either of the disciplines in question. Psychological research, then, is only a facet of research which acquires meaning and perspective in a wider context, as...

Catalogue: The European Marketing Research Review 1966

Author: Francesco Alberoni

August 1, 1966

The pricing of new products

In this paper they report some of their research findings as they apply to the initial pricing of new products. They have used two techniques of research to expose consumers' price willingness in a number of markets.

Catalogue: The European Marketing Research Review 1966

Authors: Andre Gabor, Clive Granger

August 1, 1966

The relationship between researchers and creative people

This paper aims to examine in rather more detail the reasons for some of the unhappy relationships, and suggests five specific approaches which could make progress in eliminating the underlying causes. There seem to be three main areas of troubles :...

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

Author: Stephen King

June 16, 1966

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

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

Authors: Mick Williamson, Julia Ann Burdus

Company: Ogilvy

June 1, 1966

The use of Telpex by creative men in an advertising agency

My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the...

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

Author: Günter Lott

June 1, 1966

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