Back

Effective advertising

Date of publication: June 15, 1999

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Company:

Authors: Michael F. Cramphorn, Jesus Caldeiro

Abstract:

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or the culture or country in which they are tested but instead advertising response is determined primarily by the creativity of the advertising itself.

Michael F. Cramphorn

Author

This is a long description of some author details.

Jesus Caldeiro

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Effective radio advertising

Catalogue: 2nd Radio Research Symposium

Author: Swantje Brennecke

 

June 15, 1997

×

Citation

Brennecke, S. (1997a, June 15). Effective radio advertising . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/effective-radio-advertising-


Research Papers

Cost effective advertising

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Authors: Frank Collins, Geoffrey C. Brook

Company: Gallup International Association

June 15, 1983

×

Citation

Collins and Brook (1983a, June 15). Cost effective advertising. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/cost-effective-advertising


Research Papers

Effective advertising (Spanish)

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Michael F. Cramphorn, Jesus Caldeiro

Company: Add+Impact International

June 15, 1999

×

Citation

Cramphorn and Caldeiro (1999a, June 15). Effective advertising (Spanish). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/effective-advertising-spanish-


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Cramphorn and Caldeiro (1999a, June 15). Effective advertising. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/effective-advertising-spanish-