Resources Library by ANA

Continental Quilts copy test

The research was required to investigate the comparativeappeal of two alternative press layouts for 'Scanquilt' continental quilts. The two layouts differed in that onefeatured a premium offer of two free pillows with eachdouble size quilt, whereas...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

January 3, 1974

A reassessment of the role of the pre-test in advertising research

What I would like to do is to suggest that ad pre-testing (or "copy-testing") techniques can be simplified considerably and their efficiency greatly improved by a reassessment of the role which the pre-test should play in improving the effectiveness...

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

Author: Peter A. Rusby

June 1, 1966

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019

Authors: Aline Souza, Janaína Brizante

Company: Nielsen

April 8, 2019

The development of Zeit magazin guided by marketing research

The research for this colour magazine a supplement of DIE ZEIT (weekly) started in 1965/66, four years before it was launched, and the research activities are still going on. At the beginning of the planning phase prior to the development of ZEIT...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Author: Georg Gramse

June 15, 1974

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964

Author: Heinz Alpers

September 7, 1964

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019

Authors: Aline Souza, Janaína Brizante

Company: Nielsen

April 7, 2019

Testing effect hierarchy models by way of latent class analysis

Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Carsten Stig Poulsen, Anders Ussing

June 15, 1984

The Delta Copy Test

We decided to improve the diagnostic and prognostic value of our copy tests and conducted a number of experiments which measured the effect of advertising in terms of changes of attitudes towards the advertising product or service. The Delta Copy...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Otto W. Rohde

June 15, 1965

Qualitative research on Close-Up packs and fluoride concept

Several new pack designs have been developed for Close-Uptogether with some copy elements. The objectives of thisresearch were: 1. To assess reactions by Close-Up users and non-usersto the pack designs and copy elements in relation totheir current...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

July 3, 1975