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Research papers

Are long-term effects possible or measurable?

This paper brief reviews some evidence often quoted in relation to quantitatively evaluating advertising expenditure. The need to relate quantitative methods to facts and theories of consumer behaviour is emphasised. A view of consumer buying...

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

Research papers

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Timothy Joyce
June 15, 1971

Research papers

Advertising research for increased profitability

Selling more units at lower cost is one of the tasks advertising should perform. There is ample proof that advertising, if perceived, if read or listened to and especially if recalled does cause purchasing. Getting consumers to so react to...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Jan Stapel
Company: NIPO
August 23, 1981

Research papers

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

Research papers

Report back

This seminar revealed the gulf between the passionate non-verbalists who believe structured verbal response is inadequate to describe meaning (for them the Black Box, the Group Discussion, the indirect inference) and those who seem to believe that...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Robin T. J. Tuck
June 15, 1971

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

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

Research papers

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988

Research papers

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