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Patterns in the ways that advertising works

Date of publication: June 15, 1967

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Company: Nestlé

Author: Charles W. Clunies-Ross

Abstract:

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the previous level of advertising. Before these ideas are developed further it is worthwhile to close up some blind alleys.

Charles W. Clunies-Ross

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Research Papers

How advertising works

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Thornton C. Lockwood

 

June 15, 1967

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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/how-advertising-works


Research Papers

Advertising works

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: Theodore Nowak, Seymour Smith

Company: The Coca-Cola Company

June 15, 1971

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Citation

Nowak and Smith (1971a, June 15). Advertising works. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/advertising-works


Research Papers

How internet advertising works

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Rex Briggs, Horst Stipp

 

June 15, 2000

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Citation

Briggs and Stipp (2000a, June 15). How internet advertising works . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/how-internet-advertising-works-


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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/how-internet-advertising-works-