Resources Library by ANA

Researching different promotional approaches

This paper attempts to describe: A) Different current approaches to promotional campaigns by multi-national pharmaceutical companies; B) Different approaches to researching these campaigns; C) A proposed method of research which minimises cost but...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Colin N. Maitland

September 1, 1981

Britain at its best

The main body of the paper is concerned with the research programme that was mounted in relation to the £2½ million campaign, 'Britain at its Best', which can be regarded as one of the most successful corporate-image advertising campaigns ever...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Paul H. Drake, John A. Samuels, John C. Penny

Company: British Broadcasting Corporation (BBC)

August 23, 1981

Identification of persons with the potential for setting up their own business (German)

This paper emphasises methodology and subject matter. The latter serves to illustrate the former. The paper discusses an investigative assignment from the German Federal Ministry of Commerce which, in order to stimulate the rate of economic growth,...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Elisabeth Noelle-Neumann, Erp Ring

Company: Institut für Demoskopie Allensbach GmbH

August 23, 1981

Identification of persons with the potential for setting up their own business

This paper emphasises methodology and subject matter. The latter serves to illustrate the former. The paper discusses an investigative assignment from the German Federal Ministry of Commerce which, in order to stimulate the rate of economic growth,...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Elisabeth Noelle-Neumann, Erp Ring

Company: Institut für Demoskopie Allensbach GmbH

August 23, 1981

Evaluation of a corporate image campaign

Many corporations have begun intensive advertising campaigns to improve their public images. These programs involve taking a strong stand on matters of public policy. This paper will examine two diverse approaches to the problem. One company has...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Malcolm B. Ochs

June 15, 1981

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Heinz Retsch

June 15, 1980

What do we know about how advertising works?

The paper shows clearly that previous advertising theories were too often based on unwarranted assumptions. It raises as questionable many points of view which previously seemed convincing. The emotional, reinforcing roles of advertising are...

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

Author: Timothy Joyce

June 15, 1980

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

Advertising communication on behalf of a government body

This paper like the last is about Government advertising. This one concentrates on the tone or style of the campaign and on the decision to he serious or lighthearted. It is obviously not as ‘heavy’ in research terms but is as useful as an...

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

Author: Francois de Montmarin

June 15, 1980