Resources Library by ANA

Images of press media

The following paper deals with: 1. Description of the phenomenon 'image'; 2. Hypothesis about its effectiveness; 3. Systematical review to the used research instruments in Germany in the last 15 years; 4. Discussion about the conclusiveness of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Klaus P. Landgrebe

March 1, 1976

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981

TV advertising pre-testing

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Roger S. Parkyn

September 1, 1976

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Sabine Wüst

Company: GfK

June 15, 1988

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964

Author: Claude Matricon

June 15, 1964

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

Miscellaneous

Introductory paragraph to "Miscellaneous" section of the book "Market researches look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Cecile Kreweras

November 1, 1979

Monitoring advertising cost effectively

The UK is well served by data sources dealing with audience/readership and by others showing comparative sales performance. But most marketing companies look to advertising to perform in several intermediate areas, short of sales. They then measure...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: Peter A. Hoyes

September 1, 1978