Resources Library by ANA

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

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

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

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

Author: Thornton C. Lockwood

June 15, 1967

Breaking through the communication barriers

I will leave to your own historians a summary of the contribution market research has made and confine my remarks to the contribution market research can make. In my opinion your most important contribution can be summed up in a single word, and that...

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

Author: Russell H. Colley

June 15, 1967

What causes contestants to participate in open contests? (German)

In recent years the open contest has evolved as a preferred method of sales promotion. In West Germany alone, advertisers have spent more than 100 million DM in the last three years for conducting contests. The range of problems within the area of...

Catalogue: ESOMAR Congress 1966

Author: Berend H. Feddersen

September 1, 1966

What causes contestants to participate in open contests?

In recent years the open contest has evolved as a preferred method of sales promotion. In West Germany alone, advertisers have spent more than 100 million DM in the last three years for conducting contests. The range of problems within the area of...

Catalogue: ESOMAR Congress 1966

Author: Berend H. Feddersen

September 1, 1966

The relationship between researchers and creative people

This paper aims to examine in rather more detail the reasons for some of the unhappy relationships, and suggests five specific approaches which could make progress in eliminating the underlying causes. There seem to be three main areas of troubles :...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Stephen King

June 16, 1966

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Authors: Mick Williamson, Julia Ann Burdus

Company: Ogilvy

June 1, 1966

The use of Telpex by creative men in an advertising agency

My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Günter Lott

June 1, 1966