Abstract:
The experience derived from analysing several hundred continuous advertising tracking studies, and from conducting qualitative diagnostic research into many of the same advertisements, has led us to a number of hypotheses as to how advertising works. This has not resulted in a limited view about creative options or imposed a strait jacket around creative teams. We do not make any a priori assumptions about the suitability of any advertising style; we have merely developed a structure for moderation, analysis and interpretation. And after applying this structure to a slightly more limited investigation of press advertising and direct mail/letterbox material, we feel we can demonstrate that many of our underlying creative and research premises still hold true, whatever the media.
Research Papers
Measuring audience for unaddressed printed matter
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Pierre Calmard, Jacques Braun
Company: Mediametrie
September 1, 1996
Research Reports
Qualitative research for Victoria Wine
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 1, 1976
Research Papers
Researching print communications
Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: John M. Caffyn
 
June 15, 1981
