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

Communicating road safety procedures to children

The paper demonstrates the important role research can play in the development of an advertising campaign aimed at children. Following increasing concern about the safety of children on the roads, a detailed set of procedures to guide children across...

Catalogue: Seminar 1980: Children And Young People

Authors: Stephen Ellis, Ned Scott

Company: Ogilvy

June 15, 1980

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

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

Author: Friedrich A. Rode

June 15, 1980

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

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

Author: Basilio Riesco

June 15, 1980

Researching a complex social problem

The present paper describes a programme of research set up to aid decision-making about the potential use of advertising to combat vandalism. Starting from a review of the current state of knowledge, research was designed to fill in some of the gaps...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Sally Stainforth, Tony Twyman

June 15, 1979

The evaluation of the drink and drive advertising campaign 1976/1977

This paper presents a detailed case history of the 1976/77 advertising campaign to persuade people in Britain against drinking and driving. It deals firstly with the background to the campaign and the role of research in its development. The main...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: Barry Lee, John A. Samuels

September 1, 1978

How to adapt research techniques to design and assess corporate image advertising

Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Alan Wolfe

Company: Ogilvy

June 14, 1978

A corporate campaign case history

This paper deals with the case history of a corporate campaign for Hoechst U.K., the British subsidiary of the German chemical company, Hoechst A.G. Before 1975, corporate advertising for Hoechst U.K. had been an adaptation of an international...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Gerald de Groot

June 14, 1978

Advertising communication on behalf of a government body

Since 1975, the Roads and Traffic Division has been faced with the problem of a rapid increase in traffic hold-ups at the beginning of the holiday periods. The aim of the Roads Division was thus to obtain a better spread of holiday departures through...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Francois de Montmarin

June 14, 1978