Resources Library by ANA

Measuring awareness, do we measure advertising effects?

This paper describes the use of awareness tracking data to monitor differences in commercial quality and increases in brand awareness in time. It describes the relationships between awareness variations due to advertising spending and the quality of...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Lynn Y.S. Lin, Patrick G. M. Standen

Company: Burke, Inc.

June 15, 1984

Spending research money

What strategy should be adopted by researchers who want to help media planning? The traditional route has been to provide databases on media exposure, and these will continue to be required though their design, and access to them, could be improved....

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Simon Broadbent

June 15, 1984

Pre-testing with rough prototype commercials

Pre-testing with rough prototype commercials is now an established procedure for U.S. advertisers and agencies. Rough prototypes, of the animatic artwork, still photo or live action "rough cut" variety can be inexpensively produced and evaluated for...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: Harold M. Spielman

June 15, 1983

Using cumulative pretest experiences to improve the effectiveness of radio commercials

The work reported here is based on a pretesting procedure developed by Radio Recall Research of Homdel, New Jersey, U.S.A. and analyzed by Drs. Sard and Sewall, Over the years pretested radio commercials have been classified on a wide variety of...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Dan Sarel, Murphy Sewall

June 15, 1983

Observation, reading and evaluation of evening paper advertisements contra weekly magazine advertisements

Are there any differences in the effects of advertisements in evening newspapers and advertisements in weekly magazines? In what ways do they differ and how should you explain the differences? These were some of the questions raised by VECTU - the...

Catalogue: Seminar 1982: Improving Media Research

Authors: Kjell Sjögren, Fred Bergholtz

June 15, 1982

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

Evaluation of a corporate image campaign

Many corporations have begun intensive advertising campaigns to improve their public images. These programs involve taking a strong stand on matters of public policy. This paper will examine two diverse approaches to the problem. One company has...

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

Author: Malcolm B. Ochs

June 15, 1981

Energy saving in private households

The programme of research described here is ambitious. Not many products have the benefit of so high an expenditure on research. What emerges is the complexity of the consumer’s choice. Admittedly the decision involved is a conscious and...

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

Authors: Nicholas Phillips, Elizabeth H. Nelson

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