Resources Library by ANA

A move towards the ideal

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: John B. O'Mulloy

June 15, 1971

Foreword

Only recently has interest in "below-the-line" become widespread, and even now the term is virtually unknown in some countries with advanced marketing systems. In organising an E.S.O.M.A.R. Seminar on this topic we therefore were conscious that we...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Peter B. Mooney

June 15, 1971

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Colin McDonald

June 15, 1971

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Marcel Marc

June 15, 1971

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Colin McDonald

June 15, 1971

Comments on T. Nowak's and S. Smith's paper

There are some criticisms and comments we would like to append to our paper. The criticisms are self-directed, since I feel that we may not have fully communicated some elements of the T-Meter technique.

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Seymour Smith

June 15, 1971

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: F. Harmar-Brown, P. Macarte

June 15, 1971

Realities in research and advertising

One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Jan Stapel

Company: NIPO

June 15, 1971

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Arthur Juchems

June 15, 1971