Resources Library by ANA

Conversations about advertisements

The paper covers an experimental study that looks at an alternative methodology for pre-testing television commercials. Current methodologies appear to prejudice the utility of Ad response data by imposing an environment on respondents that may do...

Catalogue: ESOMAR Congress 1988

Author: Colin Bowring

September 1, 1988

Unravelling the advertising response function

Since 1980 Cadbury Schweppes Australia has been involved with an ongoing programme of advertising research. This paper reports analysis of a data-set of the reactions of target market viewers to 339 finished television commercials using the Viewer...

Catalogue: ESOMAR Congress 1988

Author: Michael F. Cramphorn

September 1, 1988

Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India

Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...

Catalogue: ESOMAR Congress 1988

Authors: Debi Prokash Basu, John Parfitt

September 1, 1988

Peoplemeter and scanner-method

Two methods of measuring television audiences are used in the Netherlands: 1. The electronic Peoplemeter, for which respondents have to press buttons to report their actual viewing behaviour and 2. The Scanner-method, which uses the day-after...

Catalogue: Seminar 1988: Media And Media Research

Author: Paul van Niekerk

June 15, 1988

The emergence of the pan European audience: The relevance of the PETAR data base for planning and evaluating multinational campaigns

The publication of the first PETAR survey now enables advertising agencies to analyse the comprehensive media impact of multinational TV campaigns for the first time. In this paper I would like to examine how one particular advertiser is using the...

Catalogue: Seminar 1988: Media And Media Research

Author: Bruce Roberts

June 15, 1988

Print media and television in the SummoScanner

This paper describes how far SUMMO has been able to go with its attempts to cover as many medium types as possible within one single source research instrument while maintaining a high degree of between- media comparability; it also outlines the...

Catalogue: Seminar 1988: Media And Media Research

Author: Harold de Bock

Company: Burke, Inc.

June 15, 1988

The LWT investor

LWT's interest has been to encourage greater use of television advertising by financial institutions. To provide a link between ourselves and potential advertisers, we launched a Financial Marketing Review in December 1985 to bring to wider attention...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Bernard C. Bennett, Tony Wornell

June 15, 1988

Towards a European standard for television audience measurement

The paper discusses the way in which new media are likely to develop in the immediate future and considers the implications of these changes for audience measurement systems across the European market. Existing systems are largely designed for...

Catalogue: Seminar 1988: Media And Media Research

Author: Tony Twyman

June 15, 1988

Satellite television-establishing the pan European audience

Before deciding on the best method to measure this audience it is essential to determine both what is to be measured and how the results are going to be used. In terms of what to measure, there are two components in the Pan European Television...

Catalogue: Seminar 1988: Media And Media Research

Author: Sian Lloyd

June 15, 1988