Resources Library by ANA

Refining methods in advertising research

The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight...

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

Authors: Astrid Carl-Zeep, Arthur Juchems

August 22, 1971

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

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

Author: Timothy Joyce

June 15, 1971

Advertising pressure

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

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

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

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

Authors: S. Geiger, Otmar Ernst

June 15, 1971

Some comments on the use of "models" in advertising research

I have recently become aware of, and concerned with, the special problems facing market researchers and advertisers . Like many of you, I came to this conference a bit skeptical about the role that academic ideas and "models" could play in market...

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

Author: Martin Fishbein

June 15, 1971

Non-rational advertising effects in relation to theory and practice

In this short contribution it has been necessary to state theoretical arguments briefly rather than argue them out as fully as would be possible. The main contention is that if we are going to assess advertisements, then the complexity of advertising...

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

Author: Tony Twyman

June 15, 1971

Report back

This seminar revealed the gulf between the passionate non-verbalists who believe structured verbal response is inadequate to describe meaning (for them the Black Box, the Group Discussion, the indirect inference) and those who seem to believe that...

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

Author: Robin T. J. Tuck

June 15, 1971

Some problems in multi-country advertising research

In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to...

Catalogue: Seminar 1971: Multi-Country Research

Author: Peter A. Rusby

Company: ESSO

June 15, 1971

Choice of media in Eastern Europe

The paper covers five "planned economy" countries. While significant differences exist among these countries, the considerations that justify the investigation of the choice of media on a regional basis, apply to them equally. Due to the relatively...

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

Author: Károly Ravasz

June 15, 1971