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Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

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

McDonald, C. (1980a, June 15). What is the short-term effect of advertising? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-is-the-short-term-effect-of-advertising-


Research papers

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
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Citation

Joyce, T. (1980a, June 15). What do we know about how advertising works?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-do-we-know-about-how-advertising-works--2021


Research papers

Media measurement

This paper summarises the importance and problems of advertising effectiveness measurement in general, media measurement, major approaches for measuring advertising effectiveness, the development of media measurement in Turkey during the past ten...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Kemal Kurtulu
June 15, 1980
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Citation

Kurtulu, K. (1980a, June 15). Media measurement. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-measurement


Research papers

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: R. G. Ogilvie, G. J. S. Wilde
June 15, 1980
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Citation

Ogilvie and Wilde (1980a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/determination-of-the-effect-of-advertising-by-means-of-the-scaling-techniques-in-general-and-the-semantic-differential-in-particular-


Research papers

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Susanna Segnit, Simon Broadbent
June 15, 1980
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Citation

Segnit and Broadbent (1980a, June 15). Area tests and consumer surveys to measure advertising effectiveness . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness-


Research papers

Media research

Introductory paragraph to the "Media research" 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). Media research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-research-1957


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robin T. J. Tuck, W. G. B. Harvey
January 1, 1980
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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


Research reports

Attitudes to Lucozade and Lucozade advertising

The specific objectives for this research were,therefore:1. To examine the current image of Lucozade andany shifts in attitude which may be takingplace especially in relation to recentadvertising and changes in the market;2. To analyze the effects of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1979
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Citation

, C. (1979a, September 01). Attitudes to Lucozade and Lucozade advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/attitudes-to-lucozade-and-lucozade-advertising