Resources Library by ANA

External communication and internal communications (French)

To illustrate what I mean here, let us take as an example the advertising campaign, entitled "The Bank of the Future, Your Future Bank,” conducted by Credit Lyonnais over the last six months. An advertising campaign was thus the first step, not...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: Bernard Normand

June 15, 1982

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964

Author: David Lowe-Watson

June 15, 1964

Unusual research for unusual advertising

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark

Authors: Colin Pendry, Margaret Holmes

January 1, 1987

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Jean-François Boss

June 15, 1965

The co-ordination of the research and creative functions in a large advertising agency

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Authors: Mick Williamson, Julia Ann Burdus

Company: Ogilvy

June 1, 1966

The use of Telpex by creative men in an advertising agency

My paper especially deals with the second stage in the advertising cycle, "Creative development". When it is the researcher's job to assess rough campaigns in order to stimulate new creative ideas and eliminate creative errors. Telpex is the...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Günter Lott

June 1, 1966

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Peter Klein

June 15, 1990

Measuring the value of print advertising

Advertising testing should be an integral part of a successful brand management system. For this reason the continuous tracking of consumer attitudes in a product category is recommended. With computer-interview disks always in the field, the tracked...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Author: Ian D. Greig

June 15, 1991

Great expectations

In the early days of television, when each program had one sponsor, exposure even to only one telecast had highly measurable advertising communication and sales effects. The shift to scatterplots, while beneficial in terms of reach and in terms of...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Thomas F. Delaney

June 15, 1992