Resources Library by ANA

Comments on achieving successful advertising control (German)

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Erich Weihs

June 15, 1983

Videotex: A new means of service and communication (French)

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Anne Pugnet

June 15, 1983

Comments on achieving successful advertising control

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Erich Weihs

June 15, 1983

It's not (just) what you say, it's (also) the way that you say it

The 'paper' which we are presenting is not really a paper at all - it is largely a compilation of video recordings illustrating consumers talking about holidays, and their response to a selection of holiday advertising. This written paper is designed...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Margaret Boston, Geraldine Moll

Company: Ogilvy

June 15, 1983

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Arne Krogh Nielsen, Lorenz C. Andersen

June 15, 1983

Can pretesting be validated?

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: John Downham, Tony Twyman

Company: Unilever

June 15, 1983

Humanistic advertising

This paper deals with the effects these models and the metaphors they represent have had on research practice. We suggest a new set of models and fresh metaphors to produce research that satisfies the needs of creative people and which more...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Judie Lannon, Peter Cooper

Company: QRi Consulting Ltd.

June 15, 1983

Videotex: A new means of service and communication

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Anne Pugnet

June 15, 1983

Help

My purpose is to look into the future and speculate on what sort of help we (the creatives) are going to need from you (the researchers). Will we want more from you? Will our needs be different?

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: David Barker

June 15, 1983