Resources Library by ANA

How advertisements work

It can be argued that this subject is the most worthwhile for a researcher to work on. It is possible to make major contributions without using the words 'works’ or ‘effective’. However, this concept always underlies all the rest. In a...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Qualitative research on Cities and Coaches

The 1979 Thomson coach holidays brochure is quitedifferent from the 1978 brochure. It has analternative mix of programmes and the inside layoutdiffers significantly. The research was required to examine this change ofstyle in the light of the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 1, 1979

Qualitative research into Yardley press advertising

J. Walter Thompson Ltd. has produced a series ofpress advertisements on behalf of Yardley Ltd.,which are designed in part to counteract thetraditional Yardley imagery, which, inter alia,involves conceptions of being dull, old-fashioned,and 'for older...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

March 1, 1979

Tracking studies

Measuring change is - or should be - a way of life for researchers the world over. Witness to events, we provide a means by which decision makers in business, politics, government and society in general can assess public opinion and evaluate the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Robert M. Worcester, Elizabeth Mansbridge

Company: IPSOS

June 15, 1977

Contribution of qualitative research techniques to the definition of product and communication strategies in the holiday field

I propose to devote my attention to the interest of qualitative methods and the way in which they complement quantitative techniques. The intention is not to present, as such, the results of any one particular study, but rather to reflect on the...

Catalogue: Seminar 1977: Travel And Tourism

Author: Marianne de Souza

June 15, 1977

Using linguistic coding to explore the way advertisements in press and TV communicate

The paper describes a research project which explores some aspects of the way advertisements in press and television communicate - as seen from the perspective of the consumer. Special emphasis is given to the technique used to handle the vast...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Guy Consterdine, Colin McDonald

June 15, 1976

Qualitative research on economy peas packaging

Previous concept research had confirmed beliefs thatcheaper peas from Birds Eye were appealing. Of theimpressions researched, 'Economy Peas ' appeared toattract ' Switchers' whilst having minimal appeal to'Loyalists' , and also had clarity of...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 3, 1974

Qualitative research into Kotex flushability advertising approaches

Kotex are intending to launch a completely flushableloop towel towards the end of 1974 and several approachesannouncing its introduction have been prepared by Masius.This campaign is designed to be in keeping with the loopcampaign (fluff and...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

April 12, 1974

Qualitative research report on three new 'top deck' test commercials

Doyle Dane & Bernbach Ltd., have produced three animaticversions of television commercials for Top Deck to followthe 'Diver' campaign.The objectives of the new campaign are to create a clearidentity for Top Deck. The target market for Top Deck is...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

February 11, 1974