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Research papers

Who wears the pants in the family?

This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: William J. Wilson
August 28, 1977
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Citation

Wilson, W. J. (1977a, August 28). Who wears the pants in the family?. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/who-wears-the-pants-in-the-family-


Research reports

Qualitative research on Polo press advertising

The objectives of the research reported here wereto examine consumer reactions to the pressadvertisements in terms of their competitive appeal;their meaning, and their relevance in supportingPolo as the definitive mint.

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1977
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Citation

, C. (1977a, August 01). Qualitative research on Polo press advertising. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-polo-press-advertising


Research reports

Black Magic advertising

Recent research has indicated a lack of excitementand interest in the Black Magic product, particularlyvis a vis Bournville Selection: in the light of theintroduction of Bournville Selection, consumers maybe re-evaluating the qualities of Black...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1977
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Citation

, C. (1977a, July 01). Black Magic advertising. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/black-magic-advertising


Research reports

Aquafresh advertising 'tough world'

Aquafresh is currently being relaunched to re-positionthe brand in the mainstream of the toothpaste marketas an 'effective modern toothpaste'. The relaunch involves new product formulation andpackaging, although the advertising is planned to carrythe...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1977
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Citation

, C. (1977a, July 01). Aquafresh advertising 'tough world'. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/aquafresh-advertising-tough-world-


Research reports

British Airways campaign development 1977/78

Multi-national qualitative research is being conducted toaid the development of 1977/78 British Airways AdvertisingCampaign. This report contains the results of qualitativeresearch conducted in Nairobi.The objectives of the research were:1. To...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1977
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Citation

, C. (1977a, July 01). British Airways campaign development 1977/78 . ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/british-airways-campaign-development-1977-78-


Research papers

Generalizations from accumulating copy test results

Over four years, 323 print advertisements were studied for stopping power and/or communication. Stopping power is measured by exposing ads from slides on a magazine-size rear projection screen, for 1.25 sec. unless stopped by respondent; percent who...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Eugene C. Pomerance
June 15, 1977
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Citation

Pomerance, E. C. (1977a, June 15). Generalizations from accumulating copy test results. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/generalizations-from-accumulating-copy-test-results


Research papers

Plus print

PLUS PRINT: what exactly does it mean? PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by...

Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: Rolf Speetzen
June 15, 1977
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Citation

Speetzen, R. (1977a, June 15). Plus print. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/plus-print


Research reports

Dulux 1978: Television advertising development

The proposed television advertising for Dulux for 1978 isbased on the transformation theme; FCB has developed twoexecutions, (called "Sun" and "Nature People"), which takedifferent routes to the communication of the brand andproduct propositions. The...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1977
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Citation

, C. (1977a, June 01). Dulux 1978: Television advertising development. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/dulux-1978-television-advertising-development


Research reports

Qualitative research into Tango advertising developments

Doyle, Dane, Bernbach Limited have developeda new approach for the advertising of Tangofor Beechams Limited.This approach, embodying the 'fruit that dances'theme, was required to be submitted forconsumer evaluation, along with two otherapproaches....

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1977
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Citation

, C. (1977a, May 01). Qualitative research into Tango advertising developments. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/qualitative-research-into-tango-advertising-developments