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Research papers

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
June 15, 1988
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Citation

Andersen, L. C. (1988a, June 15). Creativity and accountability in international advertising research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/creativity-and-accountability-in-international-advertising-research


Research papers

Characteristics of the poster audience in Great Britain

The OSCAR system for estimating audiences of individual poster sites was developed in the UK for the outdoor advertising contractors from 1981 and launched in October 1985. From a census of all poster sites audiences were modelled in the form of...

Catalogue: Seminar 1988: Media And Media Research
Authors: Pym Cornish, Richard Windle
June 15, 1988
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Citation

Cornish and Windle (1988a, June 15). Characteristics of the poster audience in Great Britain. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/characteristics-of-the-poster-audience-in-great-britain


Research papers

The motorway effect

The Belgian multi-media, multi product survey called CIM (Centre d'Information sur les Medias) interviews yearly 10.000 people on their reading, listening and viewing habits.In 1986 the CIM survey has asked questions also on traffic habits in the...

Catalogue: Seminar 1988: Media And Media Research
Author: Pierre Hofmans
June 15, 1988
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Citation

Hofmans, P. (1988a, June 15). The motorway effect. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/the-motorway-effect


Research papers

Evaluating the advertising revenue for a new title

The aim of this paper is to review a number of important aspects of this question, above all concerning incomes from advertisements.This paper consists of three parts: Part 1 offers a brief analysis of the readers market. The desire to achieve...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Hans van der Poel
November 25, 1987
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Citation

van der Poel, H. (1987a, November 25). Evaluating the advertising revenue for a new title . ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/evaluating-the-advertising-revenue-for-a-new-title-


Research papers

Chaste seductresses

This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the...

Catalogue: ESOMAR Congress 1987
Author: Heather Mulholland
September 1, 1987
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Citation

Mulholland, H. (1987a, September 01). Chaste seductresses . ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/chaste-seductresses-


Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987
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Citation

Collett, P. (1987a, September 01). Real-life responses to TV commercials. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/real-life-responses-to-tv-commercials


Research papers

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook
Author: Mark R. C. Lovell
August 1, 1986
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Citation

Lovell, M. R. (1986a, August 01). Advertising research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/advertising-research


Research papers

Television media research

This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and...

Catalogue: Consumer Market Research Handbook
Author: Tony Twyman
August 1, 1986
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Citation

Twyman, T. (1986a, August 01). Television media research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/television-media-research


Research papers

What you say is what you show, and what you show is what you say

This is ASI's 20th year of testing commercials in Japan and the first part of this paper is concerned with briefly reviewing the early findings of inter-cultural comparisons of advertising research data. In data discrimination or sensitivity, there...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: George Fields, Lorenz C. Andersen
June 15, 1986
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Citation

Fields and Andersen (1986a, June 15). What you say is what you show, and what you show is what you say. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/what-you-say-is-what-you-show-and-what-you-show-is-what-you-say