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Research papers

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
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Citation

Carl-Zeep and Juchems (1971a, August 22). Refining methods in advertising research. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/refining-methods-in-advertising-research


Research papers

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
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Citation

Twyman, T. (1971a, June 15). Non-rational advertising effects in relation to theory and practice. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/non-rational-advertising-effects-in-relation-to-theory-and-practice


Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971
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Citation

Fournis, Y. (1971a, June 15). Experimental methods in marketing. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/experimental-methods-in-marketing


Research papers

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
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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

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
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Citation

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/addendum-


Research papers

Research on in-store commercial radio

The purpose of the research was to collect data on the effect of in-store advertising through the Supersound system, and so to provide an answer to the question whether the large scale introduction of this system would be useful.

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Emile M. C. van Westerhoven
June 15, 1971
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Citation

van Westerhoven, E. M. (1971a, June 15). Research on in-store commercial radio. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/research-on-in-store-commercial-radio


Research papers

The consumer appeal of on-pack offers

The major purpose of this paper is to provide a particular illustration of the testing and evaluation of one type of sales promotion scheme - the on-pack offer. In itself, it points to some of the difficulties of evaluating sales promotion...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Derek C. Martin
June 15, 1971
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Citation

Martin, D. C. (1971a, June 15). The consumer appeal of on-pack offers. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/the-consumer-appeal-of-on-pack-offers


Research papers

Tape recording

In a readership survey conducted in London, one interview in every three had been tape recorded. Through follow-up intensive interviews, conducted the next day, estimates were developed of the accuracy of certain of the information collected in the...

Catalogue: The European Marketing Research Review 1968
Author: William A. Belson
August 1, 1968
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Citation

Belson, W. A. (1968a, August 01). Tape recording. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/tape-recording


Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model