Resources Library by ANA

Advertisers real needs from research

This paper is divided into four sections. The first part of the paper looks at advertisers’ real needs from research at a macro level. Taking the old adage that research should be used as a drunkard uses a lamp-post, i.e. for support rather than...

Catalogue: Radio Research Symposium 1995

Authors: Andrew Ingram, Justin Sampson

July 1, 1995

The mind's eye

Television is seen as the dominant medium in the UK, because of its visual impact. However, it is expensive to buy, making lengthy campaigns prohibitive to many advertisers. Radio does not have the same visual impact, but it does have the powerful...

Catalogue: Radio Research Symposium 1995

Author: Sharon Prance

July 1, 1995

How do promotions work? New evaluation ways by linking scanning analyses and single source household panel data

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Klaus Brüne

Company: Nielsen

June 15, 1995

The contribution of semiotics for the studies in advertising communication

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Affonso Barella

May 1, 1995

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Andrew S. C. Ehrenberg, Neil R. Barnard

September 1, 1994

Building universal brand equity

This paper compares the nature of the response to advertising in different parts of the world. The paper shows that people's reactions to advertising are a normal part of every individual’s repertoire of response behavior employed in all manner...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Michael F. Cramphorn

September 1, 1994

Effectiveness of newspaper advertising

Newspapers in the Netherlands are going through difficult times. In the last few years their position on the advertisers market has been slowly but steadily deteriorating, while at the same time the advertising expenditures as a whole increased...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Wim van der Noort, Irena Petric

June 15, 1994

BUSADS

This paper describes the bus audience model created by The MVA Consultancy to provide audience measurement of advertising on London's buses. The model was successfully launched in 1991 with the approval of JICPAR (Joint Industry Committee for Poster...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Carole Lehman, Catherine Dekker

June 15, 1994

Dissecting the media multiplier

The idea that a combination of print and television makes an advertising budget work harder than does television on its own has been well supported by a number of research studies in recent years. These research studies were drawn together under the...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Author: Alan Smith

June 15, 1994