Resources Library by ANA

The use of management information in media advertising

The paper sets out to examine the function of advertising for a retail organisation; the need to select the correct target audience at whom to direct it; the criteria for media selection; the creative approach and the subsequent measurement of...

Catalogue: Seminar 1974: Management Information For Retail Organisations

Author: John Hawthorne

April 1, 1974

Research to aid in establishing the effect of information programs to change social behaviour with special reference to road safety campaigns

This paper examines the problem of using advertising methods such as T.V. commercials to alter behaviour in non-commercial fields, i.e. in public safety programs such as motor car seat belt usage.

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: James Thayer

September 1, 1973

Qualitative research on new press advertisements for 'Vedra'

A further series of press advertisements have beenprepared by Masius, Wynne Willimas & D'Arcy MacManus to be tested in order to select those tobe used for a follow-up campaign.The objectives of the research reported here were:1. To check out...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 7, 1973

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Henri Joannis

June 15, 1973

The development of advertising for Martini in the UK

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: David Wilding

June 15, 1973

How simple elicitation helped solve an advertising problem

We had hoped in this written paper to give you full details of how research helped us to solve a given advertising problem. What we have decided to do is to outline in this paper the general structure of the problem we had to solve. The research we...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Authors: Elizabeth Fallaw, Mary Tuck

June 15, 1973

Comparison of behaviour patterns of passengercar drivers in various countries

A comparison of the behaviour patterns and opinions of car drivers in various countries shows similar tendencies with increasing motorisation and leads to the conclusion that if the advertising approach is brought in line with these consumer...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Karl-Friedrich Holm

Company: ESSO

June 15, 1973

Comparison of behaviour patterns of passengercar drivers in various countries (German)

A comparison of the behaviour patterns and opinions of car drivers in various countries shows similar tendencies with increasing motorisation and leads to the conclusion that if the advertising approach is brought in line with these consumer...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Karl-Friedrich Holm

Company: ESSO

June 15, 1973

Promise nipped in the bud

BP Trading Ltd. decided in 1970 to embark upon an advertising campaign, initially in Europe, designed to create a more favourable image for BP amongst authoritative opinion-formers or media communicators, to influence purchasing decisions in BP's...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Authors: Robert Adams, Mark R. C. Lovell

June 15, 1973