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

Speech-free measurement of advertising impact on children

The aim of the following experiment among children between 6 and 12 years was to measure the impact of advertising on children in a way which avoids any bias of recall by verbal methods of measurement. Since the ability to express oneself in words...

Catalogue: Seminar 1980: Children And Young People

Author: Ulrike Grabner

Company: IMAS International GmbH

June 15, 1980

Practical frameworks for advertising and research

Not many researchers started as copywriters. And few of these can be as lucid about research as is the following paper. An historical and practical review of advertising theories sets the scene. It reminds us that methods which worked in one...

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

Author: Mary Tuck

June 15, 1980

Services preceding and completing advertising research

This short and early paper begins this book for two reasons. First, it sets out clearly the correct and productive relationship between the scrupulous and concerned researcher and the decision maker. Second, it shows the way an apparently simple...

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

Author: Börje Lindberg

January 1, 1980

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Cecile Kreweras

November 1, 1979

Qualitative research into British rail corporate advertising

The advertising was felt to be trying to make the public 'aware' of what it was doing as an organization and further endeavoring to attract new passengers on the basis of efficiency, value for money, fast trains, etc. Respondents were unlikely to see...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Attitudes to Lucozade and Lucozade advertising

The specific objectives for this research were,therefore:1. To examine the current image of Lucozade andany shifts in attitude which may be takingplace especially in relation to recentadvertising and changes in the market;2. To analyze the effects of...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Qualitative research on 'Big Softy' commercial at development stage

A new campaign for Kraft Philadelphiacheese was developed by JWT, with the aimof going on the air in Spring 1979. Hence, research was required totest responses to 'Big Softy' and give someindications in regard to the final detailedexecution and...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Qualitative research into relaxation cassette

Encyclopaedia Britannica International Ltd., hasrecorded a new tape as a possible addition to itsrange of audio cassette courses. It provides purchasers with a program to help them relax andunwind, to overcome the stresses of a busy life.It currently...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1979