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Research papers

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
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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/patterns-in-the-ways-that-advertising-works


Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967
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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/how-advertising-works


Research papers

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Julia Ann Burdus
June 15, 1967
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Citation

Burdus, J. (1967a, June 15). Some people are more equal than others. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/some-people-are-more-equal-than-others


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel


Research papers

Breaking through the communication barriers

I will leave to your own historians a summary of the contribution market research has made and confine my remarks to the contribution market research can make. In my opinion your most important contribution can be summed up in a single word, and that...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Russell H. Colley
June 15, 1967
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Citation

Colley, R. H. (1967a, June 15). Breaking through the communication barriers. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/breaking-through-the-communication-barriers


Research papers

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jan Stapel
Company: NIPO
June 15, 1967
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Citation

Stapel, J. (1967a, June 15). Post testing and pre testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising