Resources Library by ANA

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Basilio Riesco

June 15, 1972

The optimisation of advertising success (German)

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Dieter Müller-Veeh

June 15, 1972

The optimisation of advertising success

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Dieter Müller-Veeh

June 15, 1972

Qualitative research on Fish Finger commercials

The overall objectives of this research were to provideguidelines for the production of a new television commercialfor Birds Eye Fish Fingers. About this collection:Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing,...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 8, 1972

Overview of research findings press advertising for Barclays

During September and early October 1971, two pieces of qualitative research were conducted on Barclay press advertising:1. A comparative examination of the current Barclay Press campaign versus National Westminster, Midland and Lloyds campaigns;2. A...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

October 1, 1971

First experiences with Fishbein theory and survey methods

Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate...

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

Author: J. Bruce

June 15, 1971

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

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

Author: A. B. Cowling

Company: KANTAR TNS Malaysia

June 15, 1971

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

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

Author: Mary Tuck

June 15, 1971

Can advertising and media planning be improved by the use of single-source data?

The TGI, of course, is not the first single-source media product survey to be set up on a continuous basis. The TEM system in Sweden, and the Brand Rating Index and Simmons surveys in the USA, also work elsewhere on data marriage, are all extremely...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Christopher Minter

September 1, 1970