Resources Library by ANA

Co-operation between creative and market research groups in developing campaigns

The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Johan Aucamp

Company: ESSO

June 1, 1966

Freedom and control in creative activity

In market research we are all aware of the growing demand for better procedures for creating and testing effective advertising. Manufacturers not unnaturally wish for evidence that their expenditure on advertising will achieve maximum results....

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Peter Tyler

June 1, 1966

How research can have greater creative utility

To summarise, the essential conclusion that I have tried to argue towards is that the dichotomy between the creative man and the research man is false. The research man has got to understand what the creative man needs as he has to provide it. The...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Keith Fell

June 1, 1966

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Paul Howard Berent

June 15, 1965

Misunderstandings between advertising research men and creative men

Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: Gunther Komp, Heinz Alpers, Paul Howard Berent

June 15, 1965

The identity crisis of the market researcher

The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Kenn Rogers

June 15, 1965

Operational research, market research and advertising

The distinction between operational research (OR) and market research is a clear one. The task of operational research is to predict and compare the outcomes of alternative management plans and decisions; the distinctive approach is to develop models...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Bernard Warner

June 15, 1965

The role of marketing research in planning company development

This report intends to show how an Italian company has set up and carried out a development program taking as a basis the results obtained from a marketing research plan. No special methodologies were used for each separate research but taken as a...

Catalogue: ESOMAR Congress 1964

Author: Domenico d'Angelo

June 15, 1964

Market research and management decisions

This paper is concerned with management decisions about marketing in the consumer goods industries; and particularly with non-durables (e.g. food, drink, tobacco, household necessities) which account for a large share of total marketing activity in...

Catalogue: ESOMAR Congress 1964

Author: N. J. Squirrell

Company: Procter & Gamble

June 15, 1964