Resources Library by ANA

Comments on mr. Stapel's paper

Let me first of all express my sincere appreciation of Mr. Stapel's paper. I consider it to be a most valuable contribution to the subject we are dealing with at this seminar - not at least because of the important empirical material which is...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Erik Lohmann

June 15, 1967

Conclusive remarks on the last day

When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: John Knecht

June 15, 1967

Comments on mr. T. C. Lockwood's paper

I would like to comment on Mr. Lockwood's paper. I appreciate his attempt to base his paper upon published empirical evidence. It is not our purpose here to go through a detailed analysis of every statement made by Mr. Lockwood but I would like to...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Jacques E. Andriessens

June 15, 1967

What do we know about how advertising works?

The question "how does advertising work?" seems to be raised more and more often in connection with research into advertising. There is increasing awareness that a number of advertising research methods in common use imply very different assumptions...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Timothy Joyce

June 15, 1967

Conclusion

I think that this seminar has provided just that, a stimulus for further thinking and research, I think that many of us, if they have not learned a lot, certainly have been awakened, to a number of aspects of the question which preoccupied us all...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Jacques E. Andriessens

June 15, 1967

In reply to mr. Lockwood

I want to stress the fact that the ultimate objective of an advertiser is not sales but profit. Some advertisers will be delighted and we may even earn a lot of money as profit-measurers. But then, an advertising campaign should be dismissed as...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: John Knecht

June 15, 1967

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Gerald de Groot

June 15, 1967

Advertising for consumer durable goods

The three main papers of this seminar do not deal explicitly with problems of a conceptual approach of the way advertising for consumer durable works. Dr. Joyce in his paper even expressly disregards the implications of advertising for this class of...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: H. A. van Stiphout

Company: Philips International

June 15, 1967

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Charles W. Clunies-Ross

Company: Nestlé

June 15, 1967