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Research papers

Corporate advertising

One of the hottest issues for advertisers and advertising agencies , in the USA as well as Europe, is now Corporate Advertising. This specific branch of advertising, which deals, not with selling products, but in building a Corporate Identity and a...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Marie-Reine de Jaham
June 1, 1978
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Citation

de Jaham, M. (1978a, June 01). Corporate advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/corporate-advertising


Research papers

Evaluating social persuasion advertising campaigns

The Central Office of Information is a common service agency which prepares publicity for many Government Departments. The paper is concerned with one part of the C.O.I's activity, namely the mounting of advertising campaigns on matters of social...

Catalogue: Seminar 1977: Social Research
Author: John A. Samuels
December 1, 1977
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Citation

Samuels, J. A. (1977a, December 01). Evaluating social persuasion advertising campaigns. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-social-persuasion-advertising-campaigns


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: Seminar 1977: Foresight Or Hindsight?
Author: Philip J. Brown
March 1, 1977
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Citation

Brown, P. J. (1977a, March 01). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

Recent trends and future considerations for the promotions industry

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Michael J. Franklin
June 15, 1976
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Citation

Franklin, M. J. (1976a, June 15). Recent trends and future considerations for the promotions industry . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recent-trends-and-future-considerations-for-the-promotions-industry-


Research papers

A study of the effects of printing quality on the readers' perceptions of magazine advertisements

Advertisers and agencies pay considerable attention to the quality of colour reproduction in print advertisements.This paper is concerned with the extent and manner in which inevitable variations in reproduction between different magazines, caused by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Alan Smith
March 1, 1976
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Citation

Smith, A. (1976a, March 01). A study of the effects of printing quality on the readers' perceptions of magazine advertisements. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-study-of-the-effects-of-printing-quality-on-the-readers-perceptions-of-magazine-advertisements


Research papers

Beyond vehicle contact

Four basic problem areas are identified and discussed. An adequate conceptual framework of the advertising effect process, within which 'qualitative' media factors operate, is seen as comprising four elements: vehicle; message; audience; and contact...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Michael M. Brown
March 1, 1976
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Citation

Brown, M. M. (1976a, March 01). Beyond vehicle contact. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/beyond-vehicle-contact


Research papers

A first step across the border

The areas which are to be investigated in this paper are: - confrontation with parts of the medium; - the page-confrontation; - the editorial page-confrontation; - the advertising page-confrontation; - the confrontation with both editorial and...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Jan D. Noordhoff
March 1, 1976
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Citation

Noordhoff, J. D. (1976a, March 01). A first step across the border. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-first-step-across-the-border


Research papers

Standardizing 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? At one extreme is the view that one basic advertising theme is desirable because of similarities in points of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Steuart Henderson Britt
August 1, 1975
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Citation

Britt, S. H. (1975a, August 01). Standardizing advertising for the international market. ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

In which terms is the problem of media planning set today? (German)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Jean Francois Canguilhem
September 1, 1974
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Citation

Canguilhem, J. F. (1974a, September 01). In which terms is the problem of media planning set today? (German). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/in-which-terms-is-the-problem-of-media-planning-set-today-german-