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Research papers

The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: W. A. K. Frost
June 15, 1970

Research reports

Report on qualitative research on almond cream shampoo advertisement

Four new advertisements are being developed for the Silvikrin Shampoo Press Campaign. These advertisements are similar to the previous ones in so far as each one will mention the range of natural shampoos but emphasize an individual type both...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1970

Research reports

Qualitative research on new Silvikrin commercial

The purpose of this research was to examine the commercial prior to the national launch and to ascertain :a) whether the advertising objectives have been successfully presented;b) whether the commercial makes any impact and creates interest in...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970

Research papers

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967

Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967

Research papers

Can results of pre-tests be related to results of post-tests?

The present report deals with the results of an extensive experiment of pre-testing and post-testing advertisements. The basic motive behind this experiments the present situation with regard to advertising research in general pre-testing in...

Catalogue: ESOMAR Congress 1966
Author: J. E. Adriessens
September 1, 1966

Research papers

Pre-testing advertisements at early stages of campaign development

I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. A. Hoyes
Company: Ogilvy
June 1, 1966

Research papers

Pupil response as a means of evaluating television commercials

Today we are reporting on the first test carried out in England. For those of you who are unfamiliar with the basis of pupil response I will describe it very briefly. The technique is based on the fact that in constant light conditions the pupil of...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Gareth Johns, Jack Potter
June 1, 1966

Research papers

Should advertisements be "believable" or "convincing"?

"Importance" and "believability" rank highest in Alfred Politz' scale of what is efficient advertising, with "uniqueness" in third position. Now, if the relationship between these three criteria is in fact of the kind Politz stated, then the exact...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Wolfgang Schaefer
June 15, 1965