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Research papers

Planning advertising strategy

Here we are reminded again that technical expertise in conducting research is not the criterion by which its usefulness is judged. Research alone may not indicate the correct action and it is not just interpretation which must be added, or even a...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Daniel Yankelovich
June 15, 1980
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Citation

Yankelovich, D. (1980a, June 15). Planning advertising strategy. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/planning-advertising-strategy


Research papers

Creative development

This subject has always been central to the advertising agency researcher. The creative department is the agency’s factory, on which all else depends. The researcher not only supplies some of its raw material, he provides the oil which keeps the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Creative development . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/creative-development-


Research papers

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Philip J. Brown
June 15, 1980
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Citation

Brown, P. J. (1980a, June 15). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/can-you-forecast-the-effectiveness-of-a-promotional-campaign--1916


Research papers

Standardising advertising for the international market

Should advertising of various products and services be standardized in the international market, or are there too many cultural obstacles? Should gasoline or petrol products, a hand lotion, clothing, and other products be advertised in essentially...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Steuart Henderson Britt
June 15, 1980
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Citation

Britt, S. H. (1980a, June 15). Standardising advertising for the international market . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/standardising-advertising-for-the-international-market-


Research papers

Posters

This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Don Leach, Michael St. C. Hannah
June 15, 1980
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Citation

Leach and Hannah (1980a, June 15). Posters. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/posters


Research papers

Evaluation

Introductory paragraph to "Evaluation" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
June 15, 1980
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Citation

B.V., E. (1980a, June 15). Evaluation . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/evaluation-


Research papers

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Pierre Devrient
June 15, 1980
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Citation

Devrient, P. (1980a, June 15). Using market research in campaign planning . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/using-market-research-in-campaign-planning-


Research papers

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: H. Jones, Graeme Cranch, Henry Durant
June 15, 1980
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Citation

Jones, Cranch and Durant (1980a, June 15). How research can help the creative man in advertising . ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/how-research-can-help-the-creative-man-in-advertising-


Research papers

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
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Citation

B.V., E. (1980a, June 15). How advertisements work. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/how-advertisements-work