Resources Library by ANA

Qualitative research on Silvikrin shampoo press campaign

Four new advertisements are being developed for the Silvikrin Shampoo Press Campaign. These advertisements are similar to the previous ones in so far as each one will mention the range of natural shampoos but emphasize anindividual type both...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Qualitative research on two Trust storyboards

The objecties of this research were to explore dog- owners' reactions to two 'trust' storyboards: A) 'ls Your Puppy Starving' and B) 'The Treat That Does Him Good'.The present research was required to evaluate qualitatively two treatments, and give...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Consumer panel and retailer panel as instruments for short, medium and long term planning in the textile ready made industry

The ready made clothing sector shows, more than any other field, a chain reaction between the behaviour of the end consumer and that of the retailer in such a way, that the producer appears to be directly involved, with a remote probability of...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Salvatore Ceglia

September 1, 1970

Marketing models for consumer durable products

Three detailed examples are given here for each of the subareas of product and price policy, distribution policy and advertising policy. In each case a tentative theory is postulated and evaluated in the light of the data available. Firstly, a...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: G.J. Aeyelts Averink

Company: Philips International

September 1, 1970

Qualitative research on liquid Horlicks

The overall objective of this research was to provide guidance on the possible consumer usage and market positioning of a 'ready-to-drink' Horlicks, to be sold in a tetra-pack. About this collection: Peter Cooper (1936-2010) was co-founder of...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Qualitative research on Quality Street commercials

Quality Street has been advertised for about three years using 'Gang' commercials in which each member of the gang represents a particular sweet. Two commercials have been developed with the intention of changing themessage to convey more about how...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1970

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Friedrich A. Rode

September 1, 1970

Discrimination testing

This paper is in the nature of a progress report since the author's previous contribution at the ESOMAR Congress of 1966. It starts from the premise that profits on repeat-purchase consumer products can often be increased substantially by...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: C. Greenhalsh

Company: KANTAR TNS Malaysia

September 1, 1970

Example of application of advertising research (French)

Useful research can be achieved at various stages of the whole advertising process. First, motivation research about the pro duct and brand-image situation are a guide for the advertising policy (target-client, and effect aimed at). Concept and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Marc Vincent

September 1, 1970