Resources Library by ANA

The longer and broader effects of advertising

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Paul Feldwick, Chris Baker

June 15, 1991

The role of the Sydney Opera House in the performing arts market

Early in 1988 the Sydney Opera House Trust initiated a fresh examination of the marketing practices which had been put in place over a number of years. As part of this examination, the Opera House commissioned Yann Campbell Hoare Wheeler to conduct a...

Catalogue: Seminar 1990: Research And Marketing For The Arts

Authors: Martin L. James, Jeremy Wright

June 15, 1990

Multi media effects: Synergy between television, tv magazine and newspaper ads?

In September 1989 a short but heavy multimedia campaign was started to increase the knowledge in the Netherlands of the new tax laws that will influence everybody's life as from the first of January 1990. A small brochure was inserted in all TV...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Leendert van Meerem

June 15, 1990

The emergence of the pan European audience: The relevance of the PETAR data base for planning and evaluating multinational campaigns

The publication of the first PETAR survey now enables advertising agencies to analyse the comprehensive media impact of multinational TV campaigns for the first time. In this paper I would like to examine how one particular advertiser is using the...

Catalogue: Seminar 1988: Media And Media Research

Author: Bruce Roberts

June 15, 1988

Farmad

Display advertising is expensive. In the U.K. the cost of a single insertion of a full-page, four colour advertisement in the leading farming publications ranges from £1,500 to well over £3,000. Similar levels of cost are involved in other...

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Author: Howard Biggs

June 15, 1987

The don't know voters

The paper presents a model for investigating the don't know phenomenon in the elections. The model distinguishes four different types of don't know voters according to the way people are stopped or remain stopped in the elections. The testing of the...

Catalogue: Seminar 1986: Opinion Polls

Author: Paula Hirstiö-Snellman

Company: Gallup International Association

June 15, 1986

Continuous advertising check

This paper concerns the data available on the effects of advertising on farmers, through the C.P.P. (Controle Publicitaire Permanent, or Continuous Advertising Check), a B.V.A. syndicated service. Following a brief introduction, which covers the size...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Jean Michel Agostini

Company: BVA Group

June 15, 1985

Measuring awareness, do we measure advertising effects?

This paper describes the use of awareness tracking data to monitor differences in commercial quality and increases in brand awareness in time. It describes the relationships between awareness variations due to advertising spending and the quality of...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Lynn Y.S. Lin, Patrick G. M. Standen

Company: Burke, Inc.

June 15, 1984

Spending research money

What strategy should be adopted by researchers who want to help media planning? The traditional route has been to provide databases on media exposure, and these will continue to be required though their design, and access to them, could be improved....

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Simon Broadbent

June 15, 1984