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Research papers

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Mary Tuck
June 15, 1971
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Citation

Tuck, M. (1971a, June 15). Practical frameworks for advertising and research. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research


Research reports

Attitude research into recruitment advertising for Stowe and Bowden

This research is designed to identify client expectations vis à vis the role of advertising agencies in the creation, placement, and administration of recruitment advertising. About this collection: Peter Cooper (1936-2010) was co-founder of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 10, 1970
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Citation

, C. (1970a, September 10). Attitude research into recruitment advertising for Stowe and Bowden. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/attitude-research-into-recruitment-advertising-for-stowe-and-bowden


Research papers

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
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Citation

McDonald, C. (1970a, September 01). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising--766


Research papers

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Dieter Müller-Veeh
September 1, 1970
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Citation

Müller-Veeh, D. (1970a, September 01). Measurement of the competitive pressure of advertising campaigns(German). ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/measurement-of-the-competitive-pressure-of-advertising-campaigns-german-


Research papers

Measurement of the competitive pressure of advertising campaigns

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Dieter Müller-Veeh
September 1, 1970
×

Citation

Müller-Veeh, D. (1970a, September 01). Measurement of the competitive pressure of advertising campaigns. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/measurement-of-the-competitive-pressure-of-advertising-campaigns


Research papers

Research into methods of measuring television audiences and data requirements for the British television advertising industry

JICTAR is responsible for collecting the research requirements of its members, formulating a research system which will meet these requirements and preparing a specification for this system and awarding a contract to a research company to operate the...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Tony Twyman
June 15, 1969
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Citation

Twyman, T. (1969a, June 15). Research into methods of measuring television audiences and data requirements for the British television advertising industry. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/research-into-methods-of-measuring-television-audiences-and-data-requirements-for-the-british-television-advertising-industry


Research papers

What do we know about how advertising works?

The question "how does advertising work?" seems to be raised more and more often in connection with research into advertising. There is increasing awareness that a number of advertising research methods in common use imply very different assumptions...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Timothy Joyce
June 15, 1967
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Citation

Joyce, T. (1967a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works-


Research papers

Conclusion

I think that this seminar has provided just that, a stimulus for further thinking and research, I think that many of us, if they have not learned a lot, certainly have been awakened, to a number of aspects of the question which preoccupied us all...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jacques E. Andriessens
June 15, 1967
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Citation

Andriessens, J. E. (1967a, June 15). Conclusion. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/conclusion


Research papers

In reply to mr. Lockwood

I want to stress the fact that the ultimate objective of an advertiser is not sales but profit. Some advertisers will be delighted and we may even earn a lot of money as profit-measurers. But then, an advertising campaign should be dismissed as...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Lockwood. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/in-reply-to-mr-lockwood