Resources Library by ANA

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Robin T. J. Tuck, W. G. B. Harvey

June 15, 1971

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

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

Authors: Susanna Segnit, Simon Broadbent

September 1, 1970

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

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

Author: Colin McDonald

September 1, 1970

Findus fish in a tray

The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Bengt Lindh

June 15, 1970

Psychoanalysis for firms lacking a true marketing outlook

Under the cover of terms such as evaluation of advertising policies, marketing plans, motivation studies designed to improve advertising impact or brand image evaluation, business firms often ask consultants to plan and foresee their advertising...

Catalogue: Seminar 1969: Research In Industrial Marketing

Authors: H. Raynaud, Robert M. Worcester, Iginio Lagioni

March 5, 1969

Experience gained in a multistage verbal panel survey (German)

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968

Author: Peer Müller-Grote

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1968

The use of consumer panels in the evaluation of promotional and advertising expenditures

Consumer Panels are well situated to play an important part in the problems of evaluating advertising and promotional expenditures for consumer products, by measuring the effect they have on purchasing behaviour: A) They measure consumer purchasing...

Catalogue: ESOMAR Congress 1968

Authors: John Parfitt, Ivor McGloughlin

June 15, 1968

Experience gained in a multistage verbal panel survey

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968

Author: Peer Müller-Grote

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1968

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

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

Author: Gerald de Groot

June 15, 1967